Brooke Shields has been dropping hints about a hair care line for a while now, and the big reveal is finally here: Commence has officially launched, unveiled by the 59-year-old actress via Instagram. The highly anticipated line was specially formulated for women aged 40-plus, featuring three products: an instant shampoo, a leave-in conditioner, and a thickening root serum.
“Once you reach this era in your life, you realize all of a sudden your hair and scalp have different needs,” Shields told Vogue about the line. She turned to her digital platform, Beginning Is Now, to see if other women were wrestling with similar struggles. “It was a running through line. Women were sharing that their hair had become more brittle or was thinning. After some research, I realized there was this white space for women over 40 when it came to their hair.”
To meet the unique needs of women’s hair in this demographic, the brand relies on a proprietary formula called the Commence Complex™. While the term “proprietary” isn’t always received positively, as some brands use it to hide ingredient details, Commence has openly shared what’s inside. According to the brand, all three products in the line contain volumizing quinoa peptides, pre- and post-biotics for scalp health support, antioxidant-rich stem cells, and sulfur-rich alfalfa sprout extract to promote hair growth.
Keep scrolling to shop the entire Commence line, available now on the brand’s website.
Commence 2-in-1 Instant Shampoo
This is far from your average shampoo. The product packaging labels it as “instant shampoo,” which resembles dry shampoo but with a twist (as Shields will clarify). “This is our hero product,” Shields told fans on Instagram. “I wish I had a little cape for it. This is an instant shampoo, we don’t call it dry because if you are a woman of a certain age, who wants to hear the word ‘dry?’ I don’t!”
“The best thing about this is it’s non-aerosol [and] it is completely benzene-free,” she continued. “It’s a shampoo that instantly refreshes your hair and your scalp, and what it does it it absorbs the excess oil [using rice powder] and it actually cleans, volumizes, and gives life to your hair. It also delivers moisture [with hyaluronic acid] where your scalp needs it.”
3-in-1 Leave-In Conditioner
Like the brand’s Instant Shampoo, this conditioner breaks the mold. “This is my everyday product,” Shields declared on Instagram, noting her appreciation for its ability to smooth frizz and flyaways, and how it infuses her hair with heat protection. In addition to the Commence Complex™, this product uses coconut fatty acids to smooth hair, gac fruit extract to hydrate and reduce frizz, and mycelium technology to protect against heat damage and environmental pollutants.
Root Serum
“This is incredible,” Shields declared, holding up her root serum. “It is a root thickening serum—a multitasking root, scalp, and hair serum that calms stressed scalps while at the same time increasing hair density. Who doesn’t want that? Thickness is improved, it’s improved from from the root all the way to the tip of the hair.” To use, simply apply two to three drops directly onto your scalp in the morning or evening and massage it in. Remember: Consistency is key for noticeable results.