With more men turning to beauty regimen and treatments to compliment their macho physic well and impart a newer dimension to their alpha-male personality, the male grooming/treatments industry is booming like never before. With male style icons coming forward to contribute their bit to the industry, male grooming will soon becoming mainstream.As part of the events organized to celebrate the first anniversary of House 99, a group of 10 fans was invited to a treatment session in London. The lucky 10 received the surprise visit from the founder of the brand, David Beckham, who appeared at the barbershop to meet them, as per an official release. “It was great and very funny to surprise the guys at the barbershop,” said David Beckham, “It’s been an amazing year for House 99 and I'm looking forward to presenting the new products we've been working on.”Recovered from the initial surprise, the fans of the brand had the opportunity to share their new looks and favorite products with David Beckham. The House 99 by David Beckham product line includes:·        Smooth Back Shaping Pomade, a molding pomade of medium and flexible texture, for a natural and stylish finish·        Seriously Groomed Beard & Hair Balm, a two-in-one balm, to style the beard and hair, with a creamy texture·        Softer Touch Beard Oil, a masculine oil that brightens the driest whiskers·        Greater Look Face Moisturizer, a facial moisturizer that revitalizes, reduces shine, and increases luminosityAccording to the release, House 99 is a new brand of male treatments, founded by David Beckham, in collaboration with L'Oreal Luxe, born with the aim of demystifying male treatments and encouraging men to experiment with the expression of their own style and care. The complete collection of House 99 offers 23 dynamic products for hair, skin, beard, and body, which include a wide range of solutions for each type of skin and hair for men. The complete line has been created, tested, and approved by David Beckham, from the formula to the name of the product, the design, and the presentation, with the aim of reflecting David’s own style routines and offering the best in male care.Click on the slideshow for a sneak peek at the event.  https://www.blouinartinfo.com/              Founder: Louise Blouin Read more