The Beer Beauty by Carlsberg is a limited edition men's skincare line powered by barley, hops and yeast. The experimental range was created through a partnership between Carlsberg Breweries Research and Development arm Carlsberg Laboratories and cosmetics producer Urtegaarden.
The Danish brand's first venture into cosmetics, the unique initiative is sure to sell out and would make a perfect gift for Father's Day. In order to infuse the shampoo, conditioner and body lotion with the beautifying properties of lager, the beer is freeze-dried into a powder and then mixed with organic ingredients.
Given the emerging men's beauty market, the Beer Beauty by Carlsberg launch is particularly well-timed. Beer-branded cosmetics could very well be the necessary means for converting men new to the world of beauty regimes.