Blake Lively’s new hair brand is now available

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

Blake Brown Beauty is now available 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 have always been interested in hair,” says Lively bazaar. “I mean, I’ve been fortunate to have had more opportunities in hair care than in any other field. More than in my actual job as an actress.” That’s because Lively’s hair – blonde, bouncy and incredibly shiny – is a celebrity in itself. “I’ve never changed my hair much. I have a look that I like and that’s very unique to me,” she notes. “If I want to walk down the street in New York City, all I have to do is put my hair in a bun and I can walk around and people don’t look twice at me.”

Blake Brown stands out from other hair products — celebrity or otherwise. The first reason is that it doesn’t contain conditioner, as Lively herself never uses one. “I started using masks (instead of conditioner) almost 20 years ago. I never use conditioner unless I’m in a hotel and I haven’t packed anything,” she says. “When I use conditioner, it’s like an emergency scenario, and when I do, it’s like I can’t comb my hair.”

Instead of conditioner, Blake Brown offers two categories of shampoos and masks: Nourishing and Strengthening. “I always washed my hair first, then applied the mask, then did whatever I had time for, and finally rinsed the mask out,” she says. “If my hair needs a little extra love, sometimes I just leave a little mask in my hair. I don’t rinse it out completely – and leave it in a ballerina bun for a few days.”

In my personal testing, the shampoos lathered beautifully and left hair clean but not stripped. The masks feel like a warm hug on your hair and add softness, moisture and shine without weighing it down. I can see these finding a permanent place in my shower.

Lively was performance-driven and wanted Blake Brown’s products to be the cleaner, less expensive version of the salon brands she’d used for years. “I wanted to recreate the systems and patterns that I already love. Kérastase was really the benchmark for me,” she says. “Kérastase was the brand that I’ve always loved and used and that transformed my hair, but it’s just so damn expensive.” Blake Brown’s products were inspired by luxury formulas but cost less than $25 a bottle. “We reformulated them all in a completely different way because I wanted to give them scents that I would love to wear, I wanted them to be more affordable and I wanted them to be clean and the packaging to be clean.”

Blake Brown’s products are packaged in 100 percent PCR geometric bottles that Lively designed and are inspired by her love of jewelry. They’re designed to stack neatly on a shelf and blend into any bathroom without standing out. “Everyone told me, ‘You don’t want to go 100 percent PCR because there will be imperfections.’ But that’s what I love!” Lively says, noting how she often tousles her hair after styling. “The geometry is perfect, but the plastic itself has imperfections because it’s fully recycled and can be recycled (again).”

The brand also offers the Milky Sandalwood Rich Reset Pre-Shampoo Mask, which I tested last weekend. Inspired by the legendary Philip Kingsley Elasticizer, the vegan formula is like a reset for hair that’s seen better days. Applied to wet hair, you can leave it on for 20 minutes – or overnight, like I did – and then wash it out with shampoo. “(My hair feels) like it did when it was virgin hair, before I bleached it or used any tools on it,” says Lively. “Like I’m suddenly walking around with my hair all day because it feels like newborn hair.”

The line’s three other products 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 replicate what hairdressers did with my hair, it got a little too messy with all the products—so I thought, why don’t I just use mousse? It worked.” The result is the Blake Brown Blackcurrant Vanilla Glam Mousse. “Whether I’m doing a slicked-back tight bun or ponytail like J.Lo, or I’m doing a big curl look, or I’m putting hot rollers in my hair or blow-drying it, if I use mousse first, my hair looks like I have extensions,” she says. “The mousse triples the size of my hair and makes it last for days.”

Lively tested the Amber Vanilla Dry Shampoo under the harshest conditions, not washing her hair for 7 to 10 days. “Usually when I use dry shampoo, I have to use it immediately the next day,” she recalls. The dry shampoo formula, which Lively describes as “light and beautiful,” doesn’t leave a white cast in dark hair and brushes out easily.

The Bergamot Woods All-In-Wonder Leave-In Potion can be sprayed into hair after a shower to detangle, boost shine, and add extra conditioning while also enriching hair with notes of bergamot, pink pepper, apricot, and tonka. The scent of all the products was of utmost importance to Lively, who worked with perfumers to develop musk, vanilla, and skin-like scents across the line that pair well with each other—and with any perfume you like to wear. “I don’t literally want to smell like food, but I have more of a foodie palate,” she says. Notes of vanilla, amber, and sandalwood are present in all the products and were inspired by her love of an old, now-discontinued Burberry fragrance, Burberry the Beat (“I bought them all on Amazon and put them in my fridge,” she says).

As for the brand name, Lively deliberately chose to be misleading, choosing Blake Brown, her father’s last name, to allude to her personal life without capitalizing on her fame. “You don’t have to like me or know me to love this brand, because it’s amazing,” she says.

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