Blake Lively’s New Hair Brand Is Shoppable Right Now

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My bathroom is full of celebrity beauty products. I have a nearly empty bottle of LolaVie Glossing Detangler (Jennifer Aniston’s brand) in my medicine cabinet. I have Fenty Hair shampoo and conditioner sitting on my shower shelf. I raked Beyoncé’s Cécred hair oil through my hair just this morning. But for the past week, I’ve been secretly testing Blake Brown Beauty, Blake Lively’s new hair care brand. Frankly, my hair is obsessed with it and has never looked—or smelled—better.

Blake Brown Beauty is available right now in Target stores and on Target.com. Prices for the line’s two shampoos, two masks, dry shampoo, leave-in conditioner, pre-shampoo mask, and mousse range from $18.99 to $24.99.

“I was always interested in hair,” Lively tells Bazaar. “I mean, I had more opportunities come to me in the haircare space, thankfully, than in any other space. Like more than my real job of acting.” That’s because Lively’s hair—blonde, bouncy, and impossibly shiny—is a celebrity in its own right. “I never changed my hair much. I have a look that I like, and it became quite distinct to me,” she notes. “If I wanna walk down the street in New York City, literally, if I just put my hair in a bun, I can walk around and people don’t look twice.”

Blake Brown stands apart from other recent hair launches—celebrity or otherwise. The first reason is that it doesn’t include conditioner, as Lively never uses it herself. "I started using masks [instead of conditioner] almost 20 years ago now. I don’t ever use conditioner, unless I’m at a hotel and I poorly packed,” she says. “It’s like kind of an emergency scenario when I use conditioner, and when I do, it’s like I can’t brush through my hair.”

Instead of conditioner, Blake Brown offers two categories of shampoos and masks: Nourishing and Strengthening. “I have always just washed my hair first, then put the mask on, then do everything I have time for, then rinse the mask out last,” she says. “If my hair needs a little bit more love, sometimes I’ll just leave a little bit of mask in my hair. I don’t rinse it fully, fully out—and like, leave it in a ballerina bun for a few days.”

In my personal tests, the shampoos lathered beautifully, leaving hair clean but not stripped. The masks feel like a warm hug on your hair, adding slip, moisture, and shine without weighing strands down. I can see these finding a permanent spot in my shower.

Lively was driven by performance, wanting Blake Brown products to be the cleaner, less expensive version of the salon brands she’d used for years. “I wanted to replicate the systems and patterns I already love. Kérastase was really the benchmark for me,” she says. “Kérastase was the brand that I always loved and used and what changed my hair, but it’s just so dang expensive.” Blake Brown’s products were inspired by luxury formulas, but clock in at under $25 a bottle. “We’ve reformulated it in a totally different way, all of them because I wanted to make them smell like smells that I would want to wear, I wanted them to be at a more accessible price point, and I wanted them to be clean and the packaging to be clean.”

Blake Brown’s products are housed in 100 percent PCR geometric bottles, designed by Lively and fueled by her love of jewelry. They are meant to stack neatly together on a shelf and blend in, not stand out, in any bathroom. “Everyone told me, ‘You don’t want to go to 100 percent PCR because there will be imperfections.’ But that’s what I love!” Lively says, noting how she often musses her hair after having it styled. “There is a perfection in the geometry, but the plastic itself has imperfections, because it’s all previously recycled and can be recycled [again].”

The brand also offers the Milky Sandalwood Rich Reset Pre-Shampoo Mask, which I tested this past weekend. Inspired by the iconic Philip Kingsley Elasticizer, the vegan formula is like a hard reset for hair that’s seen better days. Applied on wet hair, it can be left on for 20 minutes—or overnight, like I did—and then shampooed out. “[It leaves my hair feeling] like when my hair was virgin hair, like before I’d ever bleached it or before I’d ever put a tool on it,” Lively says. “Like suddenly I walk around feeling my hair all day, because it feels like newborn hair.”

The three other products in the line are traditional styling products infused with scents that rival even the trendiest vanilla or musk perfumes. “I don’t know if it’s because I had sisters who grew up in the ’80s, but we were a mousse household,” Lively recalls. “Ten or 15 years ago, when I wanted to re-create what hairstylists were doing to my hair, it became a little kitchen sink-y with all the product—so I thought, why don’t I just use mousse? It worked.” The result is the Blake Brown Blackcurrant Vanille Glam Mousse. “Whether I’m doing like a slicked-back, tight-like-J.Lo bun or pony, or whether I was doing a look like big curly hair, or if I do hot rollers on my hair, or a blowout—if I use mousse first, it just makes my hair look like I have extensions in,” she says. “The mousse triples the size of my hair and it makes it last for days.”

Lively tested the Amber Vanille Dry Shampoo under the harshest conditions, going 7 to 10 days without washing her hair. “Normally, like when I use dry shampoo, I have to use it immediately the next day,” she recalls. The dry shampoo formula, which Lively calls “light and beautiful,” doesn't leave a white cast in dark hair and is easy to brush out.

The Bergamot Woods All-In-Wonder Leave-In Potion can be misted through hair after the shower to detangle, boost shine, and add additional conditioning benefits while also infusing the hair with notes of bergamot, pink peppercorn, apricot, and tonka. The scent of all the products was of the utmost importance to Lively, who worked with perfumers to develop musky, vanilla, and skinlike scents across the line that would play nicely with each other—and whatever perfume you love to wear. “I don’t wanna, like, literally smell like food, but I tend to have a bit of a gourmand palate,” she says. Notes of vanilla, amber, and sandalwood are common across all the products and were inspired by her love of an old, now-discontinued Burberry scent, Burberry the Beat (“I bought them all on Amazon and I put them in my fridge,” she says).

As for the brand name, Lively purposely chose misdirection by going with Blake Brown, her father’s surname, wanting to allude to her personal life without capitalizing on her celebrity. “You don’t need to like me or know me to love this brand, because it’s great,” she says.

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