David Beckham is many things: one of the most famous soccer players in the history of the game, husband of Victoria, father of Brooklyn, longtime menswear enthusiast and, of course, hair god. Actually, make that grooming god. As wavy a path as Beckham’s style evolution has been, his head has gone through more transformations than a house in the Hollywood Hills. We’ve seen him buzz cut and spray-tanned to the max. We’ve witnessed (and, okay, copied) his faux-hawk phase. We were there for the undercuts and the Three Musketeers goatee, the off-duty beards and the chunky highlighted long hair. And even when it got weird (witness his ill-advised cornrow moment), we were never not marveling at Beckham’s uh, Beckham-ness and striving to copy it—no matter how small of a way—in our own lives. That he’s only just now launching a comprehensive men’s grooming collection isn’t a surprise; but it does beg the question: what took so long?

House 99 by David Beckham—in partnership with L’Oreal—is poised to make a big splash in the respectably small (compared to women's) but steadily growing business of men’s grooming, in large part because Beckham is involved in the conception, formulation and testing of each product. It's a passion project born from a simple, if useful, goal: to “create a men’s grooming range that allows you to experiment and create any look you want,” Beckham told GQ over email. If that sounds vague, it is—and on purpose.

This comes across well in the selection of goods, all thirteen of them. If that seems like a lot of products sitting on your bathroom counter, consider all the hair/skin/body needs guys have in 2018. Each House 99 tube or bottle seeks to address each one, without a lot of fanfare or far-flung promises (spoiler alert: you will not look like David Beckham after a week of using these). It's a lineup that will appeal to guys who want to improve their grooming games as much as it will to guys who don't know (or even care) all that much about it. The package design and marketing is inclusive and non-specific enough that the point of entry is really any living, breathing man.

Many of the products do feel designed for what marketing experts would label an “active” lifestyle. (Some of them are even multi-use, which makes them perfect if you want to, say, minimize what you carry in your gym bag.) Cue ingredients like detoxifying charcoal, cooling peppermint, protein-heavy quinoa extract and hydrating glycerin, all of which will make your body and/or face car wash clean. There's also a strong consistent fragrance throughout (nearly eight of the 11 products we tested had it) which is best described as New Car Smell for men. It’s an all-caps CLEAN smell that makes damn sure everyone around you knows you. are. clean. (This is not necessarily a bad thing.) The scent is in the shampoos, the beard oil, the body wash, and more, which creates a sort of compound effect if you use more than one in a single sitting. Thankfully, it’s absent from the line’s face products.

Overall, the House 99 lineup is thoughtful and the products work well in tandem to create a core routine that executes David’s goal: to address a variety of men’s daily grooming needs. There’s certainly room to improve within each category and we’re betting it will happen. If anyone is fastidious about getting things just right, it’s the Beckham clan. (There will be more offerings in the coming year.) After rigorously testing of (almost) all the products in order to achieve my own level of inner and outer Beckham, here’s how the House 99 lineup holds up:

Smooth Back Shaping Pomade

Beckham says this is one of his current favorite products and it certainly is one of the standouts of the line. There is no shine to speak of, which is important when you’re looking to get a natural look, and the hold is good. It’s very thick, so a little goes a long way.

House 99 by David Beckham Smooth Back Shaping Pomade$25

Ulta

Greater Look Face Moisturizer

This is Beckham’s other current favorite product. If you’re new to moisturizer or need a backup to keep in your gym bag, this would be smart option. There aren’t any specific active ingredients that make this formulation stand out, but it does offer a fair amount of moisture without leaving any unwanted shine behind.

House 99 by David Beckham Greater Look Face Moisturizer$25

Ulta

Truly Brighter Eye Balm

This is my favorite product of the bunch. It absorbs quickly and easily and after about five days, my eyes did seem more alert (in a good way, not a four-cups-of-coffee in way). The packaging is a highlight here as well. Instead of a tub, this balm comes in a tube that allows you to apply it directly to the area.

House 99 by David Beckham Truly Brighter Eye Balm$26

Ulta

Softer Touch Beard Oil

I do not have a beard, nor will I ever (personal preference, not judgement) which made it hard to give this a true test. But if what you want from a beard oil is a scent that makes you beard smell CLEAN, then this is the one for you.

House 99 by David Beckham Softer Touch Beard Oil$27

Ulta

Seriously Groomed Beard and Hair Balm

“I was looking for a product that would condition and moisturize my beard,” Beckham said of this conditioning balm specifically. And if I had a beard, then I would probably like this too. When applied to my hair, it did the job of smoothing pretty well. That said, it was lacking any real hold. If that's a priority for you, you'd have to follow this up with some of the pomade.

House 99 by David Beckham Seriously Groomed Beard and Hair Balm$25

Ulta

Going Big Thickening Daily Shampoo

Thickening shampoo, while a great idea in concept and something ideally suited for most men’s primary hair concern, is something of a myth. I’m not clear why there is not accompanying conditioner, but frankly, I don’t have the type of hair that would benefit from a product like this.

House 99 by David Beckham Going Big Thickening Daily Shampoo$19

Ulta

Neat Cut Shaving Cream

If you like a shaving cream with a thinner consistency, then consider this a contender for your new favorite. I tried applying it both with my hands and with a brush and in both cases, it didn't get overly foamy (technical term) and the razor did slide easily through it.

House 99 by David Beckham Neat Cut Shaving Cream$16

Ulta

Purefectly Clean Face Wash

This lightweight gel cleanser is gray (from the charcoal in it) and cool (from peppermint), both things that were welcome additions in my book to the standard goopy face washes out there. Thankfully, the fragrance here is minimal and the formula didn't over dry things, which also makes this good for sensitive skin.

House 99 by David Beckham Purefectly Clean Face Wash$20

Ulta

Polish Up Body & Hair Wash

The skeptic in me raised an eyebrow at the "cooling technology" in this thick cleansing cream. However, I'm here to report it does work! (At one point I wondered if there was a window open in my bathroom). For body cleansing, it delivers.

House 99 by David Beckham Polish Up Body & Hair Wash$18

Ulta

Going Strong Styling Gel

Personally, some of my favorite Beckham hair moments are when his hair has been slicked and shiny in a clean, elegant sort of way. So unsurprisingly, this gel achieves that sort of look perfectly. It’s water soluble, so easy to wash out and you’ll get a double dose of that signature scent when you do.

House 99 by David Beckham Going Strong Styling Gel$22

Ulta

Twice as Smart Taming Shampoo & Conditioner

If you have oily hair or you are a sweaty guy or you’re washing your mane post-marathon, this multi-use product would probably be great for you. If you’re like me, however, and you have hair that is prone to dryness and frizz, I’d skip it.

House 99 by David Beckham Twice as Smart Taming Shampoo & Conditioner$19

Ulta

(Full disclosure, two of the products were not available to test, the Sharp Cut Shaving Stick and Get Groomed Purifying Beard Scrub. They will be available to buy, so you’re on your own with those).

House 99 by David Beckham Sharp Cut Shaving Stick$16

Ulta

House 99 by David Beckham Get Groomed Purifying Beard Scrub$22

Ulta

All House of 99 products are available exclusively at Ulta online beginning March 1st and in Ulta stores this month.

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