Brooke Shields Just Confirmed Her New Hair Care Line, Launching This June
At the SHE Media Co-Lab Whole Life Health SXSW panel in March, Brooke Shields hinted at releasing her very own line of products this summer. And while she couldn’t quite reveal what she was releasing at the time, she just confirmed she’s releasing a hair care line this June.
At 58, Shields has used her voice and her platform to champion women. And she hopes to do the same with her hair care line. “It’s coming this summer, but it was really about tapping into the community and finding what their needs are,” she told SHE Media CEO Samantha Skey. “What happens after 40? Thinning hair, scalp health, loss of collagen, all these things that happen to our bodies. And addressing that and then going to the experts and saying, what proprietary formulas can we find?”
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Shields’ new hair care line, Commence, is specially formulated for women over 40 — filling the blank space in a beauty market that doesn’t currently meet their needs. And it will share much of the same ethos as Beginning Is Now, an online community Shields started for the same demographic. With Beginning Is Now, Shields set out to empower women and motivate them to live their fullest lives on their own terms. With Commence, she wants to remind them that no matter what period of life they’re in, it’s only the beginning.
While Shields has personally witnessed the lack of hair products catering to women over 40, she also knows she’s not a material science expert. So she’s recruited a team of experts to fill the gaps. “I know what I’m good at,” she said. “I understand what my brand is. And my brand is just a conduit. You know, if you’re a famous person or a recognizable person, you have to find out what that really means and where that value is.” Assembling the right team was a huge part of Shields’ plan to perfect her products. And as Commence’s CEO, Shields didn’t take the process lightly.
While celebrity beauty brands have become increasingly common, Shields takes pride in having a hands-on approach when it comes to Commence, rather than just blindly endorsing it. “Product innovation is not just me slapping my face on something and saying, ‘Buy this, it’s gonna help you,'” she said. With so many famous figures attached to beauty products, it’s refreshing to know Shields plans on playing a vital part in creating hers.
With June just around the corner, we’re excitedly awaiting the launch of Commence. We all want hair as amazing as Brooke Shields, so this new line is practically a no-brainer. Although Shields hasn’t explicitly shared what products to look forward to, we’re tuned in and ready to be blown away.
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