- Brooke Shields revealed her latest venture, making hair products for “women of a certain age.”
- She launched Commence with a debut of three products this week.
- “Scalp health is sexy,” she said.
Brooke Shields cultivated her own corner of the pro-aging movement with Beginning Is Now, her online community and podcast for women over 40. Now, she has a menopause-friendly haircare line to go with it. The star just launched Commence, which features three supplemental haircare products made specifically for the manes of women “of a certain age,” she said on Instagram. And they’re available to shop now.
You’ve probably noticed the recent menopausal skincare boom—there are (thankfully!) plenty of products that target the transition’s dry skin and hot flashes. Shields noticed, however, with input from her Beginning Is Now community, that menopausal and post-menopausal haircare is underserved—well, was underserved.
“Women [in this age group] go through a myriad of changes, but there is a white space for problem-solving,” she told People. “The predominant question that was coming up was hair. Quality of hair, hair loss, hair texture, the changes in your hair. So we started to realize, okay, I think we’re going to have to go into this realm to solve these problems.”
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The decline of estrogen the body experiences during menopause can lead to hair loss and hair thinning. Those lower estrogen levels also lead to a lack of oil production, resulting in brittle strands.
Shields’ products aim to target all of those concerns. First, there’s what she calls the line’s “hero” product: the 2-in-1 Instant Shampoo, whose name intentionally evades being called a dry shampoo, though it serves a similar purpose. “If you are a woman of a certain age, who wants to hear the word dry?” she quipped in a video debuting the products. There is also the 3-in-1 Leave-In Conditioner, which tames frizz, acts as a heat protectant, and hydrates. And lastly, there’s the Root Serum, which works from scalp to strand to tip to repair and thicken hair.
“Scalp health is sexy,” Shields told People. And it’s worth prioritizing, she added. “I think beauty is self-care and I think it is wellness,” she said. “I used to think beauty was vanity, that it was too self-important. Now I’m 59 and I’m like, ‘Oh, wait a minute, it’s all about me right now.’ When my hair looks good, it changes my whole day.”
Shields doesn’t necessarily believe in aging gracefully—“Aging is not a graceful process,” she told Allure—but she does believe in utilizing some extra help where you can get it, be that in the form of community or a good hair product.
