One of the most successful beer companies in the world just entered new territory.
The Danish brewing company, Carlsberg, recently launched a new line of men's grooming products made from their beer.
Through their partnership with cosmetics company Urtegaarden, Carlsberg created the line out of the main ingredients of its beer - barley, hops, and yeast.
The products in the grooming kit include shampoo, conditioner, and body lotion.
Each bottle contains 0.5 liters of real Carlsberg beer.
The beer beauty kit, which contains the 3 products, retails for € 63.84, or about $73.
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“The beer is freeze-dried into a powder, and then mixed with organic ingredients in order to create a unique series of products,” said Carlsberg Brewmaster Erik Lund in the press release.
The company jumped at the opportunity to create grooming products because they realized there is a disparity between men and women's grooming in the UK.
The results of a survey conducted by Epinion showed that 65% of men in the UK are daily groomers.
However, 40% of the men surveyed still use their girlfriends’ or wives’ grooming products on a weekly basis, according the release.
Carlsberg's new line is an attempt to fix that. 67% of UK men who drink Carlsberg would buy grooming products made from beer, according to the survey.
According to a study by Euromonitor International, the value of men's grooming increased by 3% in 2014 to $6.3 billion.
"This increase the share of toiletries to 54% in men’s grooming indicates that the proportion of men that care about their grooming rituals beyond the traditional shaving experience is increasing," according to Euromonitor.
