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Blake Lively is expanding her business empire from booze to cruelty-free beauty.
The This Ends With Us actress previously announced her new hair care brand, Blake Brown, and fans can now get their hands on the affordable lineup starting today in stores and online at Target. Through Aug. 10, shoppers can also save $5 when they spend at least $30 on personal care items, including Lively’s products.
Priced from $19 to $25, the debut collection includes eight products, including liquid and dry shampoos, hair masks for pre- and post-washing, leave-in conditioner and a styling mousse. Formulas are designed to nourish, rehydrate and strengthen the hair while gently cleansing tresses with a “proprietary plant protein complex.” The brand adds that products help to reduce frizz and leave the hair looking and feeling shiny.
Blake Brown’s lineup boasts sweet, earthy and musky fragrances such as vanilla, amber, blackcurrant, fig, cardamom and sandalwood, reflecting “scents that felt like fragrances I would actually buy as high-end perfume,” Lively explains on Instagram.
The vegan formulas contain no sulfates, silicones, parabens, sodium lauryl sulfate (SLS), synthetic dyes, mineral oils and other potentially irritating ingredients, and the metallic honeycomb-like packaging is made from recycled materials.
Blake Brown
“Why create a line if I had products that worked? Great question. I wanted something that was more affordable but had the same salon/red carpet performance,” writes Lively on Instagram. “Trns 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. … 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.”
She continues, “I wanted it to attempt to show how beautiful maximum sustainability can be. … 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.”
Seven years in the making, Blake Brown was created in partnership with Give Back Beauty, the same brand incubator that brought Millie Bobby Brown’s Florence by Mills beauty and fashion labels to life. (The company has also developed fragrances for Chopard, Zegna, Tommy Hilfiger and Elie Saab.) It comes after Lively founded her sparkling soda and cocktail brands, Betty Buzz and Betty Booze.
As for why Blake Brown isn’t named after its founder? The hair care line pays homage to Lively’s late father, Ernie Lively, who took her mother’s last name when they married.
“It’s been a privilege for me and my team to work with Blake Lively to bring her vision of Blake Brown to life – together we’ve created something distinctive and incredible,” says Give Back Beauty founder Corrado Brondi. “Blake’s drive, purpose, and instincts in developing this brand were unmatched — From the meticulously crafted formulations to their exquisite fragrances, Blake had her hands, or should we say hair, in everything, and had a clear directive about how she wanted the brand to look, feel and smell. We have worked to ensure every aspect of Blake Brown reflects Blake’s personal touch and commitment to excellence.”
Take a peek at the full range below at Target, where shoppers can take advantage of the retailer’s current promo of $5 off personal care purchases of $30 or more, including on Blake Brown. (Pro tip: buy online with the retailer’s easy-easy Drive Up or In Store pickup service for a seamless shopping experience.)
Blake Brown Amber Vanille Dry Shampoo
Blake Brown Wild Nectar Santal Fundamental Nourishing Mask
Blake Brown Wild Nectar Santal Fundamental Nourishing Shampoo
Blake Brown Blackcurrant Vanille Glam Mousse
Blake Brown Sandalwood Vanille Fundamental Strengthening Mask Hair Treatment
Blake Brown Bergamot Woods All-In-Wonder Leave-In Potion Shampoo and Conditioner
Blake Brown Milky Sandalwood Rich Reset Pre-Shampoo Mask
Blake Brown Sandalwood Vanille Fundamental Strengthening Shampoo
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