David Beckham must've been inspired by his wife Victoria Beckham's recent partnership with Estée Lauder, because he's getting into the beauty business, too. The H&M spokesman and reigning People's Sexiest Man Alive is partnering with L’Oréal brand Biotherm Homme as both a global ambassador and the creator of his own line of men's skincare and daily grooming products.
Expect to throw down $23 to $46 for each of the Beckham products, according to WWD. The line won't launch until 2017, but the soccer star's first Biotherm Homme campaign will be out in June.
"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," Biotherm general manager David Fridlevski said in a statement. "It’s the first time a male celebrity of this stature has developed a skincare collection."
Hopefully Ryan Seacrest and Rob Lowe won't be too hurt by that assessment, since both of them have gotten into the men's skincare business too. Lowe's Profile skincare products for men ("Developed by Rob Lowe" is the tagline) came out this fall and Seacrest is set to launch a line geared toward guys in partnership with dermatologist Dr. Harold Lancer. Now that Beckham's getting on board, it seems like celeb-endorsed "dude beauty" is officially taking off as a category.