Good news: Just in case your man didn’t already drink enough beer, he can now slather it all over his body and use it to clean his hair.
Beer company Carlsberg has debuted a pricey line of men’s grooming products made from—you guessed it—beer. Each item in the Beer Beauty collection—shampoo, conditioner, and body lotion—purportedly contains 0.5 liters of real Carlsberg beer.
According to Carlsberg, the barley, hops and yeast found in beer contain helpful stuff like Vitamin B, Silicium and Riboflavin. Zoran Gojkovic, the company’s director of research strategy, goes so far as to claim that beer is actually one of the healthiest beverages out there—if you conveniently forget, you know, its alcohol and calorie content.
“You have proteins, you have fibre, you have vitamins,” he says in a YouTube video. “When you put that in the shampoo … actually it’s very good for your skin.”
To make the beer-filled beauty products, “the beer is freeze-dried into a powder,” Carlsberg Brewmaster Erik Lund explained in a release, “and then mixed with organic ingredients in order to create a unique series of products.”
Carlsberg isn’t the first company to sell folks on the idea of bathing in beer. Redken’s Clean Brew shampoo contains brewer’s yeast and malt. There’s also BRÖÖ, which makes shampoo in varieties “Hydrating Porter,” “Volumizing Pale Ale,” and “Smoothing IPA.” Yum.
Here’s a behind-the-scenes look at Carlsberg’s Beer Beauty line: