Brooke Shields Launches Commence: A Revolutionary Haircare Line for Women Over 40

Discover the Innovative Products Designed to Address Hair Health Concerns and Promote Growth

Brooke Shields Launches Commence: A Beauty Brand Tailored for Midlife Women

In a move that has captivated beauty enthusiasts and empowered women alike, Brooke Shields officially launched her beauty brand, Commence, in June 2024. The announcement, which came during a panel discussion at SHE Media Co-Lab @ SXSW, was met with excitement, especially among the community of midlife women that Shields has passionately supported through her online platform, Beginning Is Now.

Shields, who has long been an advocate for women over 40, revealed that Commence was developed with their specific needs in mind. “We really found out where the whitespace was and tapped into the community to understand their needs,” she shared with SHE Media CEO Samantha Skey. The brand’s inaugural product line focuses on hair health, addressing common concerns such as thinning hair and scalp health.

The flagship product, the 2-in-1 Instant Dry Shampoo, has already garnered rave reviews. Shields explained the innovative formulation, which utilizes quaternized hyaluronic acid to deliver moisture precisely where needed, while also absorbing excess oils. “It’s like a smart product,” she said, emphasizing its dual functionality as both a styling tool and a hair refresher.

To put Commence to the test, a group of women over 40 from our office sampled various products from the line. The feedback was overwhelmingly positive, particularly regarding the products’ delightful scents.

Shields has ambitious plans for Commence, stating, “I don’t want to just be a haircare brand. I want to be a care brand.” Future expansions may include body care products, as she aims to revolutionize how women treat their skin.

As we eagerly await the next launches, here’s a closer look at the current offerings from Commence:

Commence Haircare Reviews

1. Commence 2-in-1 Instant Dry Shampoo

   • Review: “This product took a little trial and error for me, but once I adjusted my application technique, it delivered clean-feeling, refreshed hair with a light, fresh scent.” — Erika Janes

2. Commence Shine-Enhancing Detangler

   • Review: “This detangler not only smooths my curls but also reduces shedding and adds shine, all while being color-safe.” — Cristina Velocci

3. Commence 3-in-1 Leave-In Conditioner

   • Review: “This treatment nourishes and smooths my thick hair without feeling greasy, though the scent is a bit unremarkable.” — Laura Kavanaugh

4. Commence Probiotic Smoothing Conditioner

   • Review: “The probiotics in this conditioner promote a healthy scalp biome, leaving my hair softer and more manageable.” — Jennifer Denton

5. Commence Detoxifying Shampoo

   • Review: “This shampoo left my fine hair feeling thick and shiny without stripping it of natural oils, and the scent is refreshing.” — Kristen Fairback

With its thoughtful formulations and commitment to addressing the unique needs of midlife women, Commence is poised to make a significant impact in the beauty industry. As Shields continues to innovate, one thing is clear: this is just the beginning for Commence.