David Beckham heads to the barbershop to mark one year of his House 99 grooming brand

David Beckham has been sweeping up hair in the barbershop to celebrate the one-year anniversary of his ‘House 99' grooming brand.

The ex-football star's men's beauty label invited 10 fans to London for a grooming session, only to be surprised halfway through when the athlete showed up to snap their selfies and tidy up the salon space.

"It was an incredible day, I wanted to personally thank our consumers who are making House 99 so special," Beckham said in a statement. "We are excited for the year to come and we will keep building the range to help every guy find his next look."

The brand, which was founded by Beckham and L'Oréal Luxe last year, is inspired by the star's own style, and mixes British barbershop culture with a scientific approach to products for hair, body, beards and even tattoos. Its 23-piece product offering includes beard oil, beard and hair balm, hair pomade, tattoo moisturizer and face moisturizer, featuring formulations based on quinoa and spirulina. The range is sold in more than 20 countries worldwide.

To mark its first birthday, House 99 is also launching a new ‘Smarten Up' hair and moustache wax Friday, dropping online.