Biotherm Homme and David Beckham to develop men’s grooming line

L’Oréal Luxe’s skincare brand Biotherm Homme and David Beckham and Simon Fuller’s joint venture with Global Brands, Seven Global, have announced a long-term partnership to develop a men’s grooming line.

The collection includes skincare and daily grooming products will roll-out in 2017.

This collaboration will see the England’s ex-football captain become Biotherm Homme’s first global ambassador.

David Beckham’s first Biotherm Homme campaign for the brand’s moisturiser Aquapower will launch online in mid-June.

Beckham said: "I’ve been thinking about developing a skincare range for a long time and it wasn’t until I started speaking with Biotherm that it all came together. They are as ambitious as I am, and we look forward to showing everyone the fruits of our labor very soon."

Biotherm general manager David Fridlevski said: "The partnership between Biotherm Homme and David Beckham is set to shift the boundaries in the men’s skincare category and reinforce our brand’s leadership.

"It’s the first time a male celebrity of this stature has developed a skincare collection. We’re proud to be David Beckham’s partner of choice to develop his vision of skincare, and we’re delighted to welcome him as a new brand ambassador."

Seven Global president Jason Weisenfeld said: "Men’s grooming represents a significant opportunity for our business.

"With Biotherm Homme, we now have the perfect partner to become a best-in-class, global leader in men’s skincare."