LeBron James, Maverick Carter Launching Men’s Grooming Line

LeBron James and Maverick Carter are set to launch a men’s grooming line.

According to WWD, James and Carter’s SpringHill Company has teamed up with Parlux for the upcoming collection, available on Walmart.com.

The new line will feature products inspired by SpringHill’s Emmy award-winning show, The Shop. Products incorporated in the collection include hair, beard, and skincare essentials. Consumers can expect styling pomade, soothing shave cream, hydrating facial lotion, deep-conditioning beard cream, aftershave-toner, moisturizing shampoo, conditioner, and exfoliating face wash. And yes, the products are vegan and cruelty-free range.

Dubbed The Shop Men’s Grooming Line, the products will hit Walmart on April 1. James and Carter’s collection will be priced under $10 per product. The idea is to provide men of all ages with affordable personal care that works.

Paul Rivera and Randy Mims, who co-created The Shop, talked to WWD about the men’s grooming line. Rivera explained that the line was inspired by the “barbershop experience.” While the award-winning show presents the conversation portion of the experience, the line will provide the beauty side of the barbershop.

“We created The Shop out of a deep love and passion for the barbershop experience,” Rivera expressed. “Our show was designed to bring people inside the shop for the debates, the arguments, and the therapy you can only get at a true neighborhood spot. Now, we want to give people another side to the experience.”

Creighton Kiper, U.S. Walmart VP in charge of merchandising and beauty, also spoke about the new collection, saying he’s honored to house James and Carter’s collection at such an affordable price.

“We’re so excited to welcome The Shop and their new line of men’s grooming products to our growing assortment, and believe our customers will love the high-performance products at an exceptional value,” Kiper said.

Lori Singer, president of Parlux, added that having LeBron venture into the beauty world is a great way to build The Shop’s “community.” Singer insisted that the collection being vegan and cruelty-free “encapsulates The Shop’s values of high performance, empowerment and self care.”

“From our very first meeting, Parlux saw the tremendous potential and opportunity for The Shop to create a grooming line as a natural extension of the show and their community,” Singer said.

Parlux is also notable for partnering with Drake for his Better World Fragrance House.

As for The Shop, the show is set to embark on its seventh season on the Uninterrupted YouTube channel in March.

Fans can shop the new collection in April at Walmart.

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