The Copenhagen-based beer company Carlsberg has entered the #Beauty market with the launch of a limited edition series of male grooming products derived from their world-famous lager and a host of organic ingredients. The main ingredients are barley, hops and yeast, the same as in Carlsberg lager, which is rich in Vitamin B, Silicium and Riboflavin. Each item of this Beer Beauty Collection, including shampoo, conditioner and body lotion, contains 0,5 litres of real Carlsberg premium beer. The set of three 250 ml bottles goes for nearly £45.

This line of Men's Grooming Products was developed by Carlsberg Laboratories, the research and Development arm of Carlsberg Breweries in collaboration with Danish Cosmetics Producer Company, Urtegaarden. It's a project that identifies and takes advantage of the proteins, fibers and vitamins found in beer which are said to have beautifying properties for both hair and skin. Carlsberg revealed that beer can multi-task as a grooming product that's supposed to give men better skin and healthier hair.

Mikkel Pilemand, Carlsberg's band VP, told Mashable that the company has researched into the subject and the idea to use beer for hair and skin is older than the Carslberg beer itself. He also had explained that this process includes freeze-drying beer in large quantities then using roughly 5 grams of material for the grooming products. In just 24 hours, thousands of litres of beer are freeze-dried into powder to increase the concentration of the proteins and minerals, which are then mixed with organic ingredients in order to create a unique series of products.

According to Adweek, Jim Daniell, Carlsberg's international media director, said that the company launched its line as a humorous take on male grooming, but its nevertheless considered as a serious product. This product makes sense as long as we have a study that have shown beer's benefits for skin and hair.

The Beer Beauty Collection is only available for now in the group's main Copenhagen store and online. #Society