Brooke Shields Launches Commence: A Hair Care Line for Women Over 40

Actress and model Brooke Shields has launched a new hair care line called Commence, specifically designed for women over 40. Shields, who is 59, was inspired by her own experiences and the lack of marketing to this demographic.

Commence was developed after Shields had candid discussions with her online community, Beginning Is Now. She discovered that many women over 40 shared similar hair concerns, such as dryness, thinning, and changes in texture. Recognizing a gap in the market, Shields decided to create a line that addresses these specific issues.

The Commence line features three hero products: a 2-in-1 Instant Shampoo, a 3-in-1 Leave-In Conditioner, and a Root Serum. The Instant Shampoo, priced at $21, is a powder designed to extend time between washes, absorb excess oil, and promote healthier hair. The Leave-In Conditioner, costing $26, adds shine, tames frizz, and increases softness. The Root Serum, priced at $30, treats the scalp to promote healthy hair growth.

All products in the Commence line incorporate the Commence Complex, a combination of four ingredients that maximize efficiency and effectiveness. The formulas contain less than 60% water, ensuring a high concentration of active ingredients. Shields and her team emphasized scalp health, creating a microbiome that stabilizes scalp health and enhances the benefits of the ingredients.

Shields expressed her enthusiasm about the launch, stating, 'When my hair looks good, it changes my whole day.' She also noted the importance of addressing the needs of women over 40, saying, 'Women in this age group go through a multitude of changes, but there is a white space for problem-solving.'

The packaging of Commence products is designed to be travel-friendly, with all items under five ounces. The bright colors and large letters make the products easy to read, catering to the needs of the target demographic. Shields' two daughters, Rowan and Grier, have tested the products and are fans of the Instant Shampoo and Leave-In Conditioner.

Shields' initiative reflects a broader trend of addressing the specific needs of older women, a demographic often overlooked in the beauty industry. By focusing on scalp health and using scientifically-backed ingredients, Commence aims to provide effective solutions for common hair concerns among women over 40.

Commence is available for purchase now, offering a new beginning for women over 40 who seek effective hair care solutions. As Shields aptly put it, 'Scalp health is sexy... I think beauty is self-care and I think it is wellness.'

Key Takeaways

• Brooke Shields launches hair care line Commence for women over 40.
• Line addresses dryness, thinning, and texture changes with 3 hero products.
• Products feature Commence Complex, a blend of 4 efficient ingredients.
• Packaging is travel-friendly and designed for ease of use.
• Commence aims to empower women over 40 with effective hair care solutions.