David Beckham’s House 99 male grooming brand has opened a shop on Alibaba’s Tmall site.
At a kickoff event in Shanghai on Tuesday, the former Manchester United, Real Madrid and Los Angeles Galaxy star said that House 99, a partnership with cosmetics giant L’Oreal, was already among the top 10 most-popular male-grooming brands, a sign that “we are actually doing something that is a very positive and people like it. So I think that what we want to do is continue to bring a product to guys that really want to change their lives and want to look different and want to create a new look.”
Last week, L’Oreal China announced a partnership with Tmall to create new beauty products specifically for men in China. It will work with the Tmall Innovation Center and leverage insights from Alibaba’s 600 million-plus users to better target its product development and marketing strategies.