Blake Lively is launching a beauty brand

Put down the Fenty and step away from the Rare; there’s a new celebrity beauty brand in town. Blake Lively has been laying the social media groundwork for a new project in the beauty space for some time.

The star of A Simple Favor and It Ends With Us beagn following an Instagram account called Blake Brown Beauty, and it follows her back. In fact, Lively’s is the only account the new page follows.

The first picture posted to the account four days ago was the back of a woman’s head – and it looks a whole lot like Blake’s signature honey blonde hair. It heavily hinted toward a hair brand.

Then on 31st July, Blake answered all our questions with a post confirming the launch of her new beauty brand. “Ever since I was a kid, through adolescence, early adulthood, motherhood, work, personal life, whenever, wherever, the single most identifiable part about me has always been my personalit— no? Not my personality? Oh… My hair,” she said.

“It’s my longest companion in life. For 36 years and counting. And like any relationship, it’s healthiest when you take good care of each other. To love it well, I’ve found a system that has worked wonders for me, a hack of sorts through decades of working with the very best people in the industry, and silly amounts of trial and error. I spent 7 years (I know. It toggles between impressive and wtf took so long) obsessively developing every detail of my newest baby, @blakebrownbeauty,” she explained.

“Why create a line if I had products that worked? Great question,” she continued. “I wanted something that was more affordable but had the same salon/red carpet performance… turns out highest quality is most expensive, who knew?? There’s a reason brands tend to have to make compromises, but we didn’t stop til we got there. (Refer back to 7 years in the making). I also wanted scents that felt like fragrances I would actually buy as high end perfume. I wanted it to be cleaner than the products I was using with great results so I didn’t feel nervous sharing it with family. I wanted it to attempt to show how beautiful maximum sustainability can be. I wanted it to be vegan, cruelty free and formulated without sulfates, silicones, parabens, synthetic dyes etc. As someone who loves design desperately, I wanted it to look ✨stunning✨ on your shelf because that’s valuable space in your home, it should be beautiful. I was uncompromising on achieving all of those things at once. 😵‍💫🫣🥰🔥 And now I see why there was nothing out there that hit all my goals simultaneously. It was a beast to build. But I couldn’t be prouder of it what we created for you. Time to fly from the nest baby… 🥹♥️ @blakebrownbeauty,” she said.