What's Happening?
Brooke Shields has introduced her beauty brand, Commence, focusing on haircare products designed for women over 40. Launched in June 2024, Commence aims to address common hair health concerns such as thinning
hair and scalp health. Shields developed the brand with input from her online community, Beginning Is Now, and collaborated with industry experts to ensure product efficacy. The line includes a 2-in-1 Instant Dry Shampoo, which utilizes quaternized hyaluronic acid to moisturize the scalp while removing excess oils. Shields emphasizes that Commence is not just about branding but about delivering innovative solutions for hair care.
Why It's Important?
Commence represents a significant move in the beauty industry, targeting a demographic often overlooked by mainstream brands. By focusing on midlife women, Shields is addressing specific needs related to aging hair, potentially setting a precedent for more inclusive beauty products. The brand's emphasis on innovation and collaboration with experts highlights a growing trend towards scientifically-backed beauty solutions. This could influence other brands to prioritize research and development, ultimately benefiting consumers seeking effective and tailored products.
What's Next?
Commence plans to expand beyond haircare into body-care products, as Shields aims to create a comprehensive care brand. Future launches may include products for diffusing curls and instant shampoos for wet hair. The brand's growth will likely continue to focus on addressing the unique needs of midlife women, potentially leading to further innovations in beauty care. As Commence evolves, it may inspire other brands to consider similar demographic-focused strategies.
