LeBron James Is Launching a New Men’s Grooming Line This Spring

LeBron James just added another notch to his entrepreneurial belt.

The billionaire basketball star, who has invested in the likes of Beats by Dre and Fenway Sports Group, has entered the men’s grooming game.

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The SpringHill Company, the production studio King James founded with American businessman Maverick Carter in 2020, has joined forces with Parlux to develop a new line of products for your skin, hair, and beard.

The seven-piece collection was inspired by The Shop. The Emmy Award-winning TV series, which was co-created by Paul Rivera and Randy Mims and produced by the SpringHill Company, sees A-listers chat with James and Maverick in a barbershop setting.

“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,” Rivera in a statement. “Now, we want to give people another side to the experience.”

The debut collection will include an exfoliating face wash, soothing shaving cream, bump-reducing aftershave toner, hydrating face lotion, deep-conditioning beard cream, smoothing pomade, and two-in-one shampoo and conditioner.

The vegan and cruelty-free formulas will reportedly be gentle on the skin, highly effective, and simple to use. The press release did not outline any specific ingredients or key actives, though. As such, it is difficult to determine exactly how each product will work and what benefits it could potentially bring.

The line will be accessible, too, with each item available for under $10 a pop at Walmart stores across America. The low retail price may be a deterrent for some long-time skin care devotees. It used to be that a higher price tag meant greater efficacy—we’re looking at you, La Mer—but companies like the Ordinary have proved that simple, reasonably priced products built around key actives can be both effective and profitable. The proof will be in the Shop’s formulas.

Parlux is well-versed in collaborating with celebrities, at least. The global beauty company, which has designed and manufactured high-end fragrances and beauty products since 1987, inked a deal with Drake’s Better World Fragrance House last year. It has also created fragrances with Sean Combs, Billie Eilish, and Paris Hilton. It sounds as if the Shop is in good, manicured hands, then.

The Shop’s men’s grooming line will land in roughly 1,600 Walmart stores on April 1.

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