Upon hearing that Carlsberg brewery had created a men's grooming collection named Carlsberg Beer Beauty, I thought it was just another great marketing trick,
but it looks like they actually had a limited set of products up for sale.

[…] Carlsberg Beer Beauty, a line of men's grooming products that includes shampoo, conditioner and body lotion. Crispin Porter + Bogusky Copenhagen took the project from concept to execution. Unlike some brand extensions that merely carry the name of the popular parent company, Carlsberg shampoo really has Carlsberg beer in it: a half-liter of freeze-dried beer in each 250 ml bottle, in fact

Beauty mavens have known for quite some time that the barley and hops in beer—rich in vitamins and proteins—are good for your follicular health. Even the alcohol acts as a cleansing agent. Catherine Zeta-Jones is known to uncap a brewski as part of her grooming ritual.

Carlsberg launched its line as a "humorous take on male grooming," Daniell said [Jim Daniell, Carlsberg's international media director], but nevertheless considers it a serious product. "Studies have shown [beer's] benefits for skin and hair, so this made sense."

Via Lady Danger.