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Brooke Shields Is Sending a Bold Message With Her New Hair Care Line: Aging Is Beautiful 

Few celebrities have graced our screens for as long as Brooke Shields. Many of us have  grown up with her. From her debut as a child actress to her iconic Calvin Klein campaigns, Shields has captivated audiences for decades. Now, at 59, she’s using her platform to challenge societal expectations surrounding aging. What does that mean? Redefining what it means to be beautiful for mature women.

Brooke Shields on aging

On the June 4th episode of Today with Hoda and Jenna, Shields discussed the challenges of aging in the public eye. Fans often hold onto the image of her younger self. The one etched in their memories from iconic films like Blue Lagoon or as Time Magazine’s face of the decade in 1981. She says,  there is a public resistance to her natural aging process. “People don’t want me to grow old,” she said. “They want me to look exactly like they remember.”

This disconnect fuels Shields’ mission to “reeducate” her audience. Shields, who shared that she “never really considered retiring,” wants the public to see her not just as the young starlet of the past, but as the fully realized woman she is today. A woman, she emphasizes, who feels “much more fabulous” than ever before. “When you’ve been in the public eye as long as I have, you have to try to harness ways to keep them current with you so that you’re not disappointing them. And it’s very psychologically interesting,” she explained.

What is her new hair care line?

This reintroduction extends beyond this interview. Recognizing a gap in the beauty industry, Shields launched her own hair care line, Commence, specifically formulated for the needs of women over 40. For Shields, it was an opportunity to solve one of the many changes women her age experience that also remains overlooked.

Commence isn’t just about hair products; it’s a symbol of Shields’ broader message of self-care. It’s about embracing your natural beauty at every stage of life. The new business comes three years after her founding of Beginning Is Now, an online platform for women over 40. Shields shared with PEOPLE that the line tackles common hair concerns faced by women over 40, like thinning hair, dryness and texture changes. The line features three products that support your hair care routine: a 2-in-1 instant shampoo, a thickening root serum and a 3-in-1 leave-in conditioner. 

All the products are infused with the “Commence Complex,” a unique blend of ingredients designed to promote scalp health. This, Shields emphasizes, is crucial for healthy hair growth. “Scalp health is sexy,” Shields declares with a laugh, but she’s actually very serious about it. She knows the importance of how your hair makes you feel, and that a healthy scalp is the foundation for healthy, beautiful hair. 

Brooke Shields’ self care message

Brooke Shields at the 2024 Chita Rivera Awards in NY
Dia Dipasupil/Staff/Getty

Brooke Shields’ journey with Commence reflects a personal transformation in her understanding of beauty. “It was always a job for me – it paid the bills,” she said, discussing her earlier modeling career. “I had this very strange compartmentalized way of living through it.” However, her perspective has evolved. She now prioritizes self-care, a concept she sees as deeply intertwined with beauty. “I think beauty is self-care and I think it is wellness,” she declared. “I used to think beauty was vanity, that it was too self-important.” Now, she views it as a form of self-love and empowerment.


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