David Beckham’s House 99 personal grooming brand has made its debut at Hong Kong airport.

L’Oreal Travel Retail, which manages the brand, has started selling in concessionary space at the airport and a pop-up store dedicated to the brand will open in August.

House 99 is aimed at men who don’t usually buy grooming products in a bid to expand the market rather than cannibalise other brands. L’Oreal sees strong potential in travel locations so is rolling out the range in airports internationally.

House 99, launched in January, is a collection of 21 products to “provide all the tools men need to experiment with their look”.

The brand identity merges British barbershop culture and style with hair, skin, beard and tattoos, trademarks of Beckham. Initially on sale in Harvey Nichols in the UK in February, it has since been launched in 19 other countries.

How the Hong Kong airport pop-up will look has yet to be revealed – but it is likely to feature a temporary barbershop with a strong black and white colour scheme.