David Beckham is collaborating with beauty giant L’Oréal-owned French brand, Biotherm Homme in a bid to expand his empire. The retired footballer will first appear as the face of the brand’s Aquapower Gel moisturizer. He will then launch his own skincare range scheduled for a 2017 release.

After a stint with fashion and then the Whiskey industry with the Haig Club, Beckham has now shifted his focus to an area which he has not done before – beauty and skincare. The father-of-four will launch a full grooming and skincare range for men with Biotherm Homme, which he is helping to create, making this his first foray into skincare.

“I’ve been thinking about developing a skin-care range for a long time and it wasn’t until I started speaking with Biotherm that it all came together,” said Beckham, speaking about the partnership.

Announcing the launch, Beckham said the French label was very ambitious as he is and they were looking forward to showing everyone the fruits of their labour. David Fridlevski, general manager of Biotherm said that it was the first time a male celebrity of Beckham’s stature developed a skincare collection. He added that the partnership will shift the boundaries in the men’s skincare category.

Meanwhile, Fridlevski said that they were proud to be a partner of choice for the retired footballer. The 41-year-old is all set to develop his vision of skincare with Biotherm. People’s 2015 Sexiest Man Alive has shared how he maintains his enviable good looks with his fans.

The husband of designer Victoria Beckham said he is not averse to some beauty treatment at the end of the day and religiously cleanses and moisturises his skin. Beckham said that he felt better when he looked after himself. In a video released by the brand, he shares that cleansing and moisturizing his “pretty tough” yet “slightly sensitive” skin are must for him in his grooming routine.