Brooke Shields has unveiled her latest venture – a haircare line called Commence – specially designed for women aged 40 and above.
In a new interview with WWD, the Mother of the Bride actress, 58, stressed the importance of consulting experts in the field of hair and beauty care to develop her new products.
The Pretty Baby alum noted that they are geared towards targeting thinning hair, promoting scalp health, and addressing the natural loss of collagen that comes with age.
According to Shields, the line was born out of a sense of accomplishment and excitement for what lies ahead, with the goal of fostering optimism when it comes to aging.
Brooke Shields Talks Haircare Line, Commence, And Having A Positive Mindset Regarding Aging
Sitting down with the aforementioned outlet, the Blue Lagoon star and beauty mogul explained: "We have to establish ourselves as experts. Just because I'm Brooke Shields and I have hair doesn't make me an expert."
She added, regarding her brand: "The efficacy of the products is what I'm painstakingly focused on. I can sell anything once, but I want the repeat business and to do that, we have to establish ourselves as experts in hair and beauty care."
The mom of two went on: "Every time you get a rejection as an actress it feels so personal, because you think, 'If only I'd done it better, I could convince them,' but with Commence, I was able to be in these rooms and not feel personally affronted. It's just business."
Shields also reflected on reaching her late fifties and wanting to promote a positive mindset around aging when launching her new haircare line.
"When I hit this age, I had a sense of accomplishment, but also this excitement that there is more to look forward to. I wanted this optimism to be something that we all shared with regards to how we age," she said.
At the SHE Media Co-Lab Whole Life Health SXSW panel in March, Shields expounded on her forthcoming plan for her line, expressing her desire to engage with the community and identify their specific needs. This initiative is slated to launch this summer.
"What happens after 40?" Shields asked. She continued: "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?"
Shields is set to launch her new line of haircare products, Commence, this June. The line is expected to grow to include eight different hair care items by the end of the year, with the possibility of adding fragrance products in the future.
To lead the company, Shields has recruited Denise Landman, former president of the Pink brand at Victoria's Secret, to serve as president, and Karla De Bernardo as chief operating officer. Commence will be available for direct-to-consumer purchase starting on June 4th.
