Brooke Shields is launching a haircare line for the over-40s.
The 58-year-old actress/model has created a collection of products called Commence.
They have been specially formulated for women aged 40-plus and came about from conversations she had on her Beginning Is Now online community.
Brooke – whose new movie Mother Of The Brides is in the top 10 on Netflix – insists she’s taking a hands-on approach to the brand.
She told WWD: ‘We have to establish ourselves as experts. Just because I’m Brooke Shields and I have hair doesn’t make me an expert.
‘The efficacy of the products is what I’m painstakingly focused on. I can sell anything once, but I want the repeat business and to do that, we have to establish ourselves as experts in hair and beauty care.’
Brooke added: ‘Every time you get a rejection as an actress it feels so personal, because you think, “If only I’d done it better, I could convince them.”
‘But with Commence, I was able to be in these rooms and not feel personally affronted. It’s just business.’
She also told WWD: ‘When I hit this age, I had a sense of accomplishment, but also this excitement that there is more to look forward to.
‘I wanted this optimism to be something that we all shared with regards to how we age.’
She previously explained her plan at the SHE Media Co-Lab Whole Life Health SXSW panel in March, saying: ‘It’s coming this summer, but it was really about tapping into the community and finding what their needs are.
‘What happens after 40?’ she asked.
‘Thinning hair, scalp health, loss of collagen, all these things that happen to our bodies.
‘And addressing that and then going to the experts and saying, what proprietary formulas can we find?’
Commence launches in June and aims to expand to eight hair care products by the end of the year with a view to potentially add more items including fragrance in the future.
She tapped Denise Landman, who led the Pink brand at Victoria’s Secret, to be president, and Karla De Bernardo as chief operating officer.
The brand will launch direct-to-consumer on June 4.
