Put down the Fenty and step away from the Rare; there’s a new celebrity beauty brand in town. Blake Lively has been laying the social media groundwork for a new project in the beauty space for some time.
The star of A Simple Favor and It Ends With Us beagn following an Instagram account called Blake Brown Beauty, and it follows her back. In fact, Lively’s is the only account the new page follows.
The first picture posted to the account four days ago was the back of a woman’s head – and it looks a whole lot like Blake’s signature honey blonde hair. It heavily hinted toward a hair brand.
Then on 31st July, Blake answered all our questions with a post confirming the launch of her new beauty brand. “Ever since I was a kid, through adolescence, early adulthood, motherhood, work, personal life, whenever, wherever, the single most identifiable part about me has always been my personalit— no? Not my personality? Oh… My hair,” she said.
“It’s my longest companion in life. For 36 years and counting. And like any relationship, it’s healthiest when you take good care of each other. To love it well, I’ve found a system that has worked wonders for me, a hack of sorts through decades of working with the very best people in the industry, and silly amounts of trial and error. I spent 7 years (I know. It toggles between impressive and wtf took so long) obsessively developing every detail of my newest baby, @blakebrownbeauty,” she explained.
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“Why create a line if I had products that worked? Great question,” she continued. “I wanted something that was more affordable but had the same salon/red carpet performance… turns out highest quality is most expensive, who knew?? There’s a reason brands tend to have to make compromises, but we didn’t stop til we got there. (Refer back to 7 years in the making). I also wanted scents that felt like fragrances I would actually buy as high end perfume. I wanted it to be cleaner than the products I was using with great results so I didn’t feel nervous sharing it with family. I wanted it to attempt to show how beautiful maximum sustainability can be. I wanted it to be vegan, cruelty free and formulated without sulfates, silicones, parabens, synthetic dyes etc. As someone who loves design desperately, I wanted it to look ✨stunning✨ on your shelf because that’s valuable space in your home, it should be beautiful. I was uncompromising on achieving all of those things at once. 😵💫🫣🥰🔥 And now I see why there was nothing out there that hit all my goals simultaneously. It was a beast to build. But I couldn’t be prouder of it what we created for you. Time to fly from the nest baby… 🥹♥️ @blakebrownbeauty,” she said.
As for when to mark your calendars, the post noted that the brand was “launching exclusively @target @targetstyle August 4th & on BlakeBrownBeauty.com Aug 5” We're yet to get word on what that means for the Brits, but as soon as we get clarification on Blake Brown Beauty shipping we'll keep you updated.
In a second post, Blake added, “7 years in the making, and now my secret is yours... Happy Birthday @blakebrownbeauty 🥳🎁 We couldn’t have worked harder to make you a handful of products so good that they speak entirely for themselves. I can’t wait for you to give them a try.”
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Now, yet another celebrity cosmetics line should come as no surprise, but you know what is surprising? Blake’s original last name is Brown. Yep – we had no idea. According to, well, Wikipedia, she was born Blake Ellender Brown. Blake’s mum, Elaine McAlpin Lively, already had three kids with her ex-husband Ronald Lively, including Teen Witch star Robyn Lively, when she married Blake’s dad, actor Ernest Wilson Brown Jr. Instead of changing her name for a second time, Elaine stuck with Lively, and “Ernie” eventually changed his last name to Lively so that the family could all have the same last name, which led to Blake’s name changing too. But for a time, her name was Blake Brown.
Obviously, fans have been going wild in the comments and Blake has been busy filling us in on all the deets we need. The brand's first drop appears to focus on care and styling. A fourth Instagram post spilled the whole line-up which includes a strengthening shampoo with a matching mask, a nourishing shampoo with a matching mask, an all-in-wONEder leave-in potion, dry shampoo, a Glam Mousse and a rich reset pre-shampoo mask.
Notably, there's no conditioner, which Blake told Vogue was the secret to A-lister hair. “It’s not that people in the entertainment industry are gifted with better hair,” Blake said. “We’re using a different hair system than the process promoted to the mass market,” she explained. “Your hair needs two things, strength and moisture,” she continued, adding: "If you give hair strength, you give it foundation, structure, and stability. But if you only give it strength, it’s going to become brittle and hard. So it also needs moisture and elasticity. But if you give it too much, it’ll break.” She recommends swapping between a strengthening shampoo and mask; and a nourishing shampoo and mask between washes.
The logo combines both of Blake's B's too form a bee, and the packaging follows suit with honecomb, hexagonal (and half-hexagonal) shaped bottles. As for the bougie scents, Blake promised, they include sandalwood, blackcurrant, vanilla, amber and more.
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Who else is counting down to launch day?
This feature originally appeared on GLAMOUR US.
