No one serves up big hair energy quite like Blake Lively. For years, the actress has been a walking representation of the phrase “tressed to kill” thanks to her bouncy blonde locks. Now, Lively is sharing the “secret” to her mane with the launch of her own hair care brand, Blake Brown Beauty. (Lively’s real name is Blake Ellender Brown, by the way.)
Lively announced the line via Instagram today, sharing that the venture has been in the works for seven years. “7 years in the making, and now my secret is yours … Happy Birthday @blakebrownbeauty,” she wrote, tagging the brand’s official Instagram account. “We couldn’t have worked harder to make you a handful of products so good that they speak entirely for themselves. I can’t wait for you to give them a try,” Lively wrote, adding that the line will be available for purchase exclusively at Target on August 4 and online via BlakeBrownBeauty.com on August 5.
She opened up further about the venture in a separate post shared via the Blake Brown Beauty Instagram, revealing that her hair is the “single most identifiable part about me.”
“It’s my longest companion in life. For 36 years and counting. And like any relationship, it’s 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,” Lively continued. “I spent 7 years (I know. It toggles between impressive and wtf took so long) obsessively developing every detail of my newest baby.”
While Lively has her own “system,” she explained that she wanted to launch her own line to give people affordable products through a brand that doesn’t compromise when it comes to quality.
“I wanted something that was more affordable but had the same salon/red carpet performance … turns out the highest quality is the most expensive, who knew?? There’s a reason brands tend to have to make compromises, but we didn’t stop ‘till we got there,” Lively shared. The collection features shampoos, treatment masks, and mousse with prices that range from $18.99 to $24.99.
The packaging is also noteworthy as the items all come in shiny gold cases that seemingly resemble a honeycomb. “As someone who loves design separately, I wanted it to look stunning on your shelf because that’s valuable space in your home. It should be beautiful. I was uncompromising on achieving all of those things at once,” Lively said via Instagram.
Lively’s upcoming project comes amid the slew of celebrity beauty brands to launch in the last several years. Since Rihanna’s Fenty Beauty debut in 2017, Selena Gomez unveiled Rare Beauty, Lady Gaga introduced Haus Labs, Ariana Grande dropped R.E.M. Beauty, Jennifer Aniston launched LolaVie, Hailey Bieber gave us Rhode, and Beyoncé blessed the world with Cécred. Is the industry becoming oversaturated, you ask? Some say yes, but only time will tell. It seems, however, that Lively’s fans are ready to support as the Blake Brown Beauty Instagram account already has over 100,000 followers.
