Blake Lively’s hair care line generates $16 million in media exposure

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Blake Lively’s hair care line has generated $16 million in media value in one week, Launchmetrics announced Wednesday. MIV is a proprietary metric that assigns a real monetary value to marketing strategies in print, online and social media to calculate return on investment.

Lively revealed Blake Brown via Instagram on July 31. Her brand introduces a routine that simplifies hair care by eliminating the need for conditioner.

“I’ve been working on this for seven years and now my secret is yours,” the actress wrote. “We couldn’t have worked harder to bring you a handful of products that are so good, they speak for themselves. I can’t wait for you to try them.”

Lively joins the ranks of numerous other celebrities in the hair care sector: Beyoncé launched her Cécred line in February, while Rihanna expanded her Fenty Beauty division and launched Fenty Hair in June.

Speaking to WWD, Lively discussed her decision to enter the beauty industry. The It Ends With Us star also owns two beverage brands, Betty Buzz and Betty Booze, named after her third daughter with husband Ryan Reynolds.

“I’ve been developing (Blake Brown) for seven years now – with that and Betty Buzz, I wanted to build and create and work, but not be on a movie set every day,” Lively said. “I took four years off from acting to focus on my passions outside of it, and with this company, we literally spent years trying out the formulas.”

The line is available now at Target and blakebrownbeauty.com and includes eight different products, including shampoos, hair masks, a leave-in treatment and a mousse. Prices range from $18.99 to $24.99.

Blake Brown’s offerings are inspired by Lively’s own haircare ethos, which includes alternating between systems with keratin-rich and hydrating formulas. All products are vegan and cruelty-free, and offer a range of different scents.

“I learned my philosophy about hair from people who knew what they were doing. After my first (acting) job, my hair was really damaged and I didn’t know how to fix it. Someone told me I should use a shampoo and a mask with keratin and then I needed a care system to give it elasticity,” Lively said.