Brooke Shields has long been known for her gorgeous hair.
But the 59-year-old model and actress is well aware that as we age, our hair changes and so does our skin (including our scalp!). After having candid discussions with the Beginning Is Now community over the past few years and noticing a gap in the hair care market for women over 40, she realized that maybe she could fill it. Ta.
So she did.
“Women[in this age group]go through a myriad of changes, but gaps exist for problem-solving,” Shields exclusively tells PEOPLE. “The main question that came up[within the community]was hair: hair quality, hair loss, hair texture, hair changes. So we were like, okay, we’ll have to go. I started to realize that “I’m diving into this space to solve these problems.” ”
What followed was months of research, team building, and in-depth discussions about Commence, which would eventually become the SEALs’ first brand. Commence is available for purchase now. Designed as a problem-solving hair care product specifically for women over 40, Commence offers 3 products to “address hair scalp health from root to tip and truly understand what’s blocking growth.” The company has launched two hero products, Shields said.
When a woman is over 40, her hair tends to become more brittle and dry. And, says Shields, “women over 40 don’t want to hear[that word]about any part of their body.” But with products developed by her team, women can target dry scalp, which often leads to hair damage.
Brooke Shields is the starter.
Pamela Hanson
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Shields and head of research and development Mark Knitowski said they didn’t want to launch a traditional shampoo and conditioner because they know most women already have a favorite formula. Instead, they wanted to offer complementary products that worked in conjunction with what was already part of everyday life.
2-in-1 Instant Shampoo ($21): Designed to “extend time between cleanses,” this powder is made with quaternized hyaluronic acid (the smallest form of HA) and rice flour. “Quaternized hyaluronic acid nourishes dry areas of the scalp, while rice flour absorbs excess oil,” says Knitowski. “That means more volume, more growth from the scalp outwards, and really healthy hair. It’s a proactive approach, not a reactive one.” 3-in-1 Leave-in Conditioner ($26): This has everything you need to add shine, control frizz, and increase hair softness. “[This product]doesn’t stress your hair,” Knitowski says. “It’s very lightweight. It uses a variety of coconut ingredients, including coconut fatty acids, which really smooths, softens, and adds shine. It also really gives this volume without weighing it down (to the hair).” ” Thickening Root Serum ($30): Created to care for your scalp so that your roots grow in a healthy environment, this serum is made with copper, magnesium, iron, and zinc through a bio-fermentation process. “Our goal is for women to see immediate improvement as soon as they start using this,” Knitowski says. “Every time I use it, (the health of my hair) gets better and better.”
All products also contain what the duo calls the Commence Complex, which is “a combination of four different ingredients that maximizes the efficiency and effectiveness of the product,” Knitowski said. states.
He goes on to say, “All formulas are less than 60% water. This is the amount of active ingredients in here. The active ingredients are the ones that actually provide the benefits and nutrients. So 85% is water. Unlike many products that are, none of these are better than that,” he added. 60%, which is incredible. ”
Another feature of the Commence Complex is the way it stabilizes the health of your scalp, which in turn is the way it keeps your hair healthy.
“Start taking these ingredients to really create a healthier scalp microbiome and maximize the role these ingredients have for your hair,” he says. “This is the core of all our products.”
Start the product.
Kevin Clemens
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Nitowski points out that many brands are now focused on building relationships, which is not what they wanted. Instead, they turned to scalp health, but Shields says that despite covering such a large area of skin, scalp health is too often not treated as part of skin care. “I was surprised,” he said.
“Scalp health is glamorous,” Shields says with a laugh, but she actually takes it very seriously because she knows the importance of the impression your hair makes on you.
“I think beauty is self-care and health,” says Shields. “I used to think beauty was vanity and too much self-esteem. But now I’m 59 and I’m like, ‘Oh, wait a minute, it’s all about me now.’ ” Having beautiful hair changes your whole day. ”
Start shopping now.
