Male grooming brand Bulk Homme signs French footballer Kylian Mbappé to front European expansion

The Japanese brand appointed the Paris Saint-German forward as Global Ambassador in 2019

Japanese male grooming brand Bulk Homme has appointed French footballer Kylian Mbappé to be the face of its European expansion.

The brand appointed the Paris Saint-German forward as Global Ambassador in 2019, but will appear as the face of its retail extension.

Six of the brand’s products will be available in Selfridges’ London store, UK, and Printemps in Paris, France.

These will include Bulk Homme’s Face Wash, Toner, Lotion, Shampoo, Treatment, Scalp Serum and Bubble Net (from £6.50).

The products are said to be lightweight and non-greasy with a floral scent, thanks to a willow tree, apple, green tea and yuzu formula.

Bulk Homme’s founder Takuya Noguchi established the brand in 2013 with the aim of offering men a new range of products to keep their skin healthy.

Speaking about the European expansion, he said: “I’m convinced there is room for Bulk Homme to expand to Britain and France.

“We aim to be distributed in 100 shops, primarily department stores and cosmetics retailers, by March 2021.”

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BULK HOMME (more information, website)