L’Oréal Luxe’s brand Biotherm Homme has inked a deal to launch a new men’s grooming line in 2017, by David Beckham.

The long-term partnership includes Biotherm Homme and Seven Global, which is David Beckham and Simon Fuller’s joint venture with Global Brands.The product line will include
both skincare and daily grooming products.

As part of the collaboration, Beckham will also serve as Biotherm Homme’s first global ambassador, first appearing in Biotherm Homme’s campaign in June for its N°1 moisturizer Aquapower.

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.”

David Fridlevski, Biotherm General Manager, 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.”