“No woman over 40 wants to be told she’s dry.” That’s how Brooke Shields first introduced her new hair brand, Commence, to me. Shields delivered the tagline with a chuckle, but it was also the honest inspiration for her deeply hydrating, solution-oriented break into the beauty industry. “My goal is to encourage 40+ women to age fearlessly in a way that is not often publicized—with excitement, joy, and confidence,” the actress exclusively shares with Marie Claire.
Her 2-in-1 Instant Shampoo, 3-in-1 Leave-In Conditioner, and Root Serum are chemically formulated to address the unique needs of more mature hair (like dehydration, thinning, and brittle texture). They also coincide with marketing that feels inspiring—not clinical or juvenile. Commence was designed specifically for the often “stepped over” demo of women in their forties and above, which are currently more than 80 million people strong in the United States alone.
