Blake Lively Debuts Hair Care Line at Target: Is it a Hit or Miss?

Blake Lively is the woman whose name is on everyone’s lips as the star and a producer of the wildly popular film “It Ends With Us.” Simultaneously, she dropped a hair care line at Target seven years after initially developing the idea. But is it a hit or miss?

Per a Target press release, the line “is inspired by Blake’s own personal routine of shampoos, hair masks and styling products. The secret: It’s based on the right balance of strength and moisture, and, notably, doesn’t include a traditional conditioner (more on that below). It’s a simple, innovative and affordable approach to hair care that’s vegan, cruelty-free and smells amazing. (Blake worked with master perfumers to develop the scents.) Oh, and did we mention the packaging? It’s beautiful enough to display in your bathroom, and the plastic is all 100% post-consumer recycled.”

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The line is called Blake Brown, the last name of her father. The Lively family legally adopted her mother’s last name after blending her parents’ children into one family. Lively stated, “Brown is my dad’s last name. My dad took ‘Lively’ from my mom, but Blake Brown is on my birth certificate. It was important for me to put my name on this brand because I worked so hard on it and because it is so personal to me, but I didn’t want to use ‘Lively.’ I want the brand to stand on its own and earn people’s respect, and it felt like ‘Blake Brown’ was the answer.

Items in the line include:

• Sandalwood Vanille Fundamental Strengthening Shampoo
• Sandalwood Vanille Fundamental Strengthening Mask
• Wild Nectar Santal Fundamental Nourishing Shampoo
• Wild Nectar Santal Fundamental Nourishing Mask
• Milky Sandalwood Rich Reset Pre-Shampoo Mask
• Bergamot Woods All-in-Wonder Leave-in Potion
• Blackcurrant Vanille Glam Mousse
• Amber Vanille Dry Shampoo

Fans can get their hands on these hair essentials with price points from $18.99 to $24.99 exclusively in stores and online at Target.com.

Blake Lively’s Blake Brown Hair Care Line Generates $16 Million in Media Exposure Within One Week After Debut https://t.co/iAdvXqfRZZ

— WWD (@wwd) August 8, 2024

But the question is, do consumers like the products?

Per Page Six, “Notably, there’s no traditional conditioner in the lineup,” which may surprise many shoppers. But it’s because “Lively exclusively uses masks after every wash, a trick she learned from years of working with some of the best hairstylists in Hollywood.” The outlet explained that its team members were “pleased with the performance — and particularly the fragrance — of Blake Brown’s first offerings,” though there are some kinks the brand could work on in terms of packaging.

Yahoo! Life noted that many Target shoppers agree: “Overall, they liked the formulas and said that their hair feels soft, moisturized and looks shiny. But, some people said that the fragrances are too strong for them. And some people don’t like the packaging — they added that it’s too bulky and that they don’t like the screw top caps.”

Woman’s Wear Daily reported that within one week of the line’s launch on July 31, it generated $16 million in media impact value. Lively can add this win to the two beverage brands she runs as well, Betty Buzz and Betty Booze, which are named for her third daughter with husband Ryan Reynolds.