Danish beer Carlsberg have announced they are moving into the male grooming market, and are launching a range of shampoo, conditioners and body lotions.

The products include 0.5 litres of real Carlsberg beer in them. Which is odd, because usually you shower to get rid of the smell of booze,, right? But apparently they’re rich in Rich in Vitamin B and Silicium. “The beer is freeze-dried into a powder, and then mixed with organic ingredients in order to create a unique series of products: shampoo, conditioner and body lotion” explains Carlsberg’s Brewmaster Erik Lund.

There’s more on Carlsberg’s website.