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Put the conditioner down—or at least that’s what Blake Lively is saying as she launches her latest business venture, a haircare brand called Blake Brown Beauty. The actress, 37, formally announced her pivot into the personal care space on August 1 2024, revealing the golden-coloured packaging and Santal Blanc-scented eight-piece lineup of her new beauty products.
During press for her new film It Ends With Us, the mother-of-four began following and tagging an Instagram account with the handle @blakebrownbeauty. At the time, the page had one post—a leather-clad woman standing with her back to the camera, her honey-blonde hair pulled into in a loose bun. With the figure sporting Lively’s signature messy texture, we were correct in assuming the haircare range would be focus in on achieving Serena van der Woodsen’s waves.
What Is Blake Brown Beauty?
Taking to social media to reveal details about her “newest baby”, Lively began by joking that her “single most identifiable part” has always been her hair.
“It’s my longest companion in life,” she wrote. “Like any relationship, [my hair is] healthiest when you take good care of each other. To love it well, I’ve found a system that has worked wonders for me, a hack of sorts through decades of working with the very best people in the industry, and silly amounts of trial and error.”
Lively added that the brand has been seven years in the making. She says the process began when she wanted “something that was more affordable but had the same salon/red carpet performance”. The Sisterhood of the Travelling Pants star noted that she refused to compromise on quality or efficacy when making the cost-effective hair care system. She also had a laundry list of features the treatments needed to adhere to.
“I wanted scents that felt like fragrances I would actually buy as high-end perfume,” she says. “I wanted it to be cleaner than the products I was using with great results so I didn’t feel nervous sharing it with family. I wanted it to attempt to show how beautiful maximum sustainability can be. I wanted it to be vegan, cruelty-free and formulated without sulphates, silicones, parabens, synthetic dyes etc.”
What Are The Hair Care Products You Can Shop At Blake Brown Beauty?
The result is a combination of hexagonal and tube-shaped products designed to elevate your beauty shelf. “That’s valuable space in your home, it should be beautiful,” Lively wrote.
Most notably, the brand excludes conditioners from its offering. As Lively revealed, she switched the typical second step of the hair wash routine for hair masks almost 20 years ago, and hasn’t looked back. The initial products range from in-shower tools to styling creams, including two kinds of shampoos and masks (one nourishing, one strengthening), an all-in-one leave-in potion, dry shampoo and glam mousse. Shampoo is clearly very important in the Lively-Reynolds household.
Why Is It Called Blake Brown Beauty?
Of course, given the actress described her connection to her hair as one of the most defining relationships in her life, the project was always going to be deeply personal. This was highlighted by Lively’s choice to name the brand something that paid homage to her biological name. For the uninitiated, Lively was born ‘Blake Brown’ yet used her last name as a stage name. ‘Lively’ comes from her mother’s surname, which was taken from her first husband.
The Gossip Girl alumni’s father sadly passed away in 2021 and used his wife’s last name throughout his career as an actor. This wouldn’t be the first time Lively looked to her family history when choosing an epithet for her businesses. Her line of ready-to-drink alcoholic beverages and sparkling mixers, Betty Booze and Betty Buzz respectively, is not only inspired by the name of her youngest daughter but also by her paternal aunt and grandmother.
“My dad’s name was Ernest Brown Jr. but he was known as Ernie Lively,” she said in a 2021 press release announcing the venture. “He gave up his last name when he married my mum and any success he, or I, have experienced has been in a name that isn’t his.”
“When I was working hard to build [Betty Booze and Betty Buzz], I wanted any success to be in a name that was meaningful to him,” she continued. “Betty was his mum and his sister’s name. Also, Ernie would not be the best name for a mixer.”
When Is Blake Brown Beauty Available To Shop?
Blake Lively will be introducing Blake Brown to the world on August 4 2024. For our readers in the United States, you can shop the range directly from your local Target, while those outside of North America will have to use a little patience before shopping the brand. Lively hasn’t confirmed if the range will be available globally just yet.
A filing under the United States Patent and Trademark Office reveals the details of Blake Brown’s product offering. As per the registration documents, the brand might offer everything from hair preparations and treatments, sprays, shampoos and conditioners, hair colouring preparations, serums, masks and oils in the future. The filing also covers a range of body care and makeup categories, too.
The launch follows Lively’s incredibly packed summer schedule. Between making a cameo appearance as ‘Lady Deadpool’ alongside Emma Corrin and her husband Ryan Reynolds in Marvel’s Deadpool & Wolverine and the film adaptation of Colleen Hoover’s best-selling novel It Ends With Us, the star had time to sneak in one more project. (And no, we’re not counting her trip to Capri to film A Simple Favour 2 or her visit to Spain to watch Taylor Swift’s Eras Tour.)
Time to pour yourself a glass of Betty Buzz and reconsider using conditioner in your hair care routine for the foreseeable future.
