By  on January 9, 2018

LONDON — David Beckham has a new goal: to score in the burgeoning men’s grooming market with House 99, a brand he created with L’Oréal that’s due out starting in February.

It is the first time the British soccer star-turned-entrepreneur is launching his own beauty label and also marks the first time in years that L’Oréal has kicked off a freestanding brand from scratch. Generally when the company adds to its portfolio, a totally new brand is either created under license or acquired.

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