In what sort of seems like a beauty move we’re mad we didn’t predict, Brooke Shields has announced she’s launching a hair care line.
As reported by WWD, the mother, model, actress and all-around icon will release a line called Commence this June. Made specifically for women 40-plus, the line “was born out of the findings of Beginning Is Now, the community-centered content platform she launched during the pandemic.”
As part of the launch, Shields’ platform will be rebranded as Commence as well, according to WWD. Shields also hinted to the shift on Instagram, sharing she’s “building something new” for the summer. “Exciting things are to come,” she said.
The Pretty Baby star also shared with WWD that the release is not just another celeb-backed brand, nor is it necessarily tied to the trending topic of menopause. “When I hit this age, I had a sense of accomplishment, but also this excitement that there is more to look forward to,” Shields said. “I wanted this optimism to be something that we all shared with regards to how we age.”
As Shields shared with us in a 2022 interview, her wellness platform was always intended to discuss the “taboo,” while helping to inspire a new chapter.
“The brand is for women over 40 and it is a well-being and wellness platform. It’s meant to encourage and inspire women to begin new chapters in their lives and look forward—rather than feel like their life is over because they have hit a ‘certain age.’
The greatest thing is that we’re having conversations about ‘the things,’ the taboo subjects, the stuff we’ve always been afraid to talk about. Things like postpartum depression and mental health still have a strong stigma, which is terrible. That’s the most positive thing about this brand—we’re talking about things and changing the conversation around what age looks like. Instead of ‘being over 40’ as having the image of old and dried up, I believe it’s a new prime.”
