Brooke Shields launches beauty line to battle ‘brittle’ and ‘thinning’ hair over 40 – including $30 thickening serum
BROOKE Shields has been a household name since the ’80s and now her products might make their way into your home too.
The model-turned-actress has now tried her hand at business, launching a haircare line targeted at women over 40.
Despite being known for her iconic brows, Shields decided to venture into the world of hair after realizing the effect aging can have on a woman’s locks.
In 2021, the 59-year-old launched an online community for women over 40, The New York Times reports.
It was through this work that she became aware of the lack of hair products designed for older women.
When her followers would ask, “Well, what can we buy?” Shields decided to take matters into her own hands.
Teaming up with big names in the fashion and beauty industries, she set out to create a line of products marketed toward age-related hair issues such as brittle or thinning locks.
Shields’ company Commence defines its customer base as “women of substance.”
She explained to Women’s Wear Daily that she does not expect anyone to buy the products just because “I’m Brooke Shields and I have hair.”
“I can sell anything once,” Shields told the publication.
“But I want the repeat business and to do that, we have to establish ourselves as experts in hair and beauty care.”
Those haircare professionals have set to work to launch the brand’s first three products, all of which are now available to buy online.
Commence’s 2-in-1 Instant Shampoo, $21, is said to “absorb excess sebum and oil.”
The dry shampoo is also designed to moisturize your hair where needed, helping to add volume and lift.
Also available is the 3-in-1 Leave-In Conditioner, $26, which is designed to “nourish, soften, and smooth.”
According to the brand, the conditioner “increases shine, tames frizz, softens strands, and protects from thermal damage to maintain healthy hair and support healthy growth at the follicle.”
THICKENING SERUM
But it is perhaps the brand’s $30 Root Serum that speaks the most to age-related hair issues.
The thickening product is designed to “calm stressed scalps while increasing hair density and thickness from the root to the tip of the hair.”
It is said to “kickstart and maintain cuticle protection for healthier hair growth.”
The serum also treats the scalp, transforming brittle and thinning hair into “softer, smoother, and stronger strands.”
Shields spoke to Vogue about Commence’s marketing strategy, which avoids buzzwords such as perimenopausal or anti-aging.
She cited the negative connotations with such phrases as the brand’s reasoning to avoid them entirely.
“It’s so refreshing for women to have a stigma around aging removed.”