The 58-year-old star is preparing to launch the brand, called Commence, next month, starting out with three hair products to nourish and thicken hair.
In an interview with WWD, Shields revealed that she wanted to create the line to serve women that don’t often find hair products targeted at their age group.
While hair can experience changes during menopause, it isn’t a ‘menopause brand’. The star said she was simply focused on providing a brand that resonated with women in a period of their lives when it felt like others ignored them.
“When I hit this age, I had a sense of accomplishment, but also this excitement that there is more to look forward to,” she said. “I wanted this optimism to be something that we all shared with regards to how we age.”
Shields used insights from her online platform and community ‘Beginning Is Now’, to discern what women wanted and how they were navigating the period of their lives beyond 40.
“This period of life is a beginning. It’s a call to action,” continued Shields. “This is about looking at your life in its entirety and saying, ‘How do I want to walk through this period?’”
The star has previously been outspoken about ‘the power of aging.’
The results of her research were taken into account before working with a team of experts to develop three initial products – a 2 in 1 Instant Shampoo, 3 in 1 Leave-In Conditioner, and Thickening Root Serum – for the direct to consumer brand.
According to WWD each product contains a proprietary complex that includes peptides derived from alfalfa extract, said to support hair growth cycles; quinoa peptides to volumise and thicken hair from the root; lactobacillus ferment to nourish and soothe the scalp, and açaí stem cells that provide antioxidant and antiaging benefits.
The products are priced between US$21-$30.
While celebrity brands are increasingly common, Shields has committed to a hands-on role with the brand, which already has plans to grow.
“Some people were shocked when it was clear I knew what I was talking about,” she said, of meetings with potential investors. “People experienced me at a formative age in their youth — I was in their locker or whatever. They have this baggage with me they need to get over.”
Shields is entering a busy period in her life. After recovering from a grand mal seizure last September she has returned to the acting world as well as launching her new business. Her new Netflix rom-com, “Mother of the Bride,” sees Shields play a mother whose daughter is set to wed the son of a former boyfriend.
She also hosts a podcast, “Now What? with Brooke Shields.” She speaks with authors, experts, and celebrity guests about the ‘make or break’ moments in their lives and what they’ve done, or are still doing, to get through it.
