Blake Lively Has Officially Entered the Beauty Space With Hair Care

Blake Lively is damn near angelic. Her golden waves have a definite halo quality. And when she steps foot on a red carpet—with her immaculately undone-yet-done hair (her past appearances at the Met Gala are an excellent point of reference)—it is sometimes hard to fathom that she is actually an earthling. So, if she happened to be the next celebrity to launch a beauty brand, we would be full of questions. In no particular order: 1. Clearly there’s an existing product—or two—that’s already working quite well for her; why would she feel compelled to create something new? 2. What would she dream up? 3. When could we get our hands on it?

On that note, we have some gossip—well, news—for you: Serena van der Woodsen—er, Blake Lively—is launching a hair-care line, called Blake Brown. (Brown is her father’s last name; he took Lively, her mother’s name, when they married.) The actor says this collection has been seven years in the making.

“I wanted to replicate the systems and the patterns that I already loved,” Lively recently told a small group of editors at a downtown New York City hotel. “There are different products that were the benchmarks, which I can reference. Are we allowed to… is that illegal? Is that why people don’t do it?”

An image of Blake Lively brush her hair.

We will leave those questions to her lawyers, because Lively was refreshingly transparent about the inspiration for her new collection of eight products, which includes shampoos, masks, and styling products.

“Kérastase was really the benchmark for me,” she says bluntly, speaking of the brand’s formulas that she used for years. But its steep price tag is not lost on the star. “[Kérastase] is just so dang expensive,” she says, recalling when she was introduced to the brand almost two decades ago. Her first film had left her hair “super damaged, it was like sprigs and sprouts,” so she went to a salon for help. “They’re like, ‘And it’s $48.’ I was like, ‘Excuse me, per bottle?’ And I need four. I need four bottles, so it’s going to cost me $200 to wash my hair.”

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With this top of mind, Lively prioritized creating more affordable formulas, each ringing up at $25 or less and exclusively available at Target, starting August 4. “It took a really long time to get it right—and to get it at that price point,” she says.

Blake Brown includes two shampoos (Wild Nectar Santal Fundamental Nourishing Shampoo and Sandalwood Vanille Fundamental Strengthening Shampoo, $19 each), two masks (Wild Nectar Santal Fundamental Nourishing Mask and Sandalwood Vanille Fundamental Strengthening Mask, $20 each), a pre-shampoo treatment (Milky Sandalwood Rich Reset Pre-Shampoo Mask, $25), and three stylers (Bergamot Woods All-In-Wonder Leave-In Potion, $19, Blackcurrant Vanille Glam Mousse, $19, and Amber Vanille Dry Shampoo, $20).