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Actress, model, and mother Brooke Shields is poised to unveil her very own haircare line named Commence, slated for release this June.
This endeavor serves as an extension of her community-centered content platform, Beginning Is Now, which she initiated during the pandemic. The platform is undergoing a rebranding as Commence to coincide with the launch of her haircare line.
Commence is meticulously crafted for women aged 40 and beyond, addressing prevalent concerns such as thinning hair and scalp health.
According to WWD, Shields stressed that this endeavor transcends the typical celebrity-backed brand and isn't solely fixated on menopause-related issues. Instead, it's about embracing the anticipation and opportunities that come with aging.
In an interview with Beauty Inc, Shields conveyed her aspiration to nurture positivity and redefine aging as a new chapter of vitality, urging women to embrace this stage of life with assurance.
The development of Commence involved extensive collaboration with experts in the hair and beauty domain.
Reflecting on her journey into entrepreneurship, Shields shared her evolution from the personal challenges of rejection in acting to the objective landscape of business.
With Commence, she seeks to address the pragmatic needs of women over 40, such as thinning hair and collagen loss, through strategic collaborations to develop exclusive formulas.
The upcoming launch of Commence has garnered considerable anticipation, with plans to expand the line to encompass eight distinct haircare products by year's end.
Commence will be readily available for direct-to-consumer purchase starting June 4, marking a pivotal moment in Shields' endeavor to redefine beauty norms and foster confidence and well-being among women over 40.