Minneapolis, Minn. — Blake Brown, the hair-care line created in collaboration with actress Blake Lively, made a notable splash upon its launch last August. With neutral-toned hexagonal packaging, the brand focused heavily on hair masks rather than traditional conditioners. The opening collection featured a range of products, including two shampoos, a leave-in conditioner, a dry shampoo, a mousse, and a “pre-shampoo” mask, with prices spanning from $18.99 to $24.99. This initiative emerged from a partnership with Give Back Beauty, a company known for nurturing celebrity brands, including Florence by Mills and handling licensing for others like Tommy Hilfiger and Chopard.
Lively, who shared that she spent seven years developing the brand, saw her efforts pay off when Blake Brown became Target’s largest-ever hair-care launch. In its debut week, the brand generated an impressive $16 million in earned media value, and reports suggest that sales at Target approached $5 million in just three and a half weeks.
However, just four months later, controversy struck as allegations arose regarding Lively’s co-star in “It Ends With Us,” Justin Baldoni. A report implicated him in a smear campaign against Lively prior to the film’s release in August. In response, Lively filed a lawsuit against Baldoni on December 31, prompting a public dispute that drew attention from fans and celebrities alike.
The film, which addresses serious issues of domestic abuse, co-released with Lively’s hair-care products, leading to criticism over the timing of her promotional efforts. Additionally, sales witnessed a steep decline—down 87% from their peak shortly after launch, as reported by Puck. The ongoing legal case complicates commentary, with the trial scheduled to commence on March 9, 2026.
Despite these challenges, Laura Tedesco, Blake Brown’s CEO, emphasized the brand’s resilience. She noted that launching a new product often involves navigating both successes and hurdles. Tedesco stated, “What’s incredibly important to us is that it will always come back to having incredible products that meet consumer needs.” She acknowledged the recent obstacles but remains optimistic about the brand’s trajectory.
Regarding the dramatic sales drop, Tedesco explained, “Often, a big launch will reset to a traditional baseline. We’re excited about where we’re settling after such a unique launch.” She remains confident that the quality of the products will sustain customer loyalty.
On Monday, the brand plans to unveil three new hair and body mists aligned with their initial scents: Sandalwood Vanille, Wild Nectar Santal, and Bergamot Woods. Tedesco highlighted the significance of hair health, stating the brand is built on the concepts of “strength and stretch.”
Scent plays a vital role in the brand’s identity, captivating early reviewers. “Fragrance is at the heart of Blake Brown,” Tedesco noted, emphasizing its emotional connection. The brand’s latest departure, hair and body refresh mists, arose from demand for a fragrance experience beyond hair products.
Tedesco acknowledged that the mists will enter a competitive market but believes their accessible pricing and high-quality scent profiles will set them apart. Target’s eagerness to expedite the launch underscores the demand for such offerings.
To enhance product awareness, the brand is employing a robust marketing strategy featuring Lively across various channels, including social media and traditional advertising. The aim is to attract younger consumers, as Tedesco recognizes the growing trend of hair and body mists among this demographic.
Despite surrounding controversies, Tedesco is pleased with the brand’s performance thus far, noting an 80% increase in repeat purchases. “We know we’re delivering incredible formulas,” she said. As the brand moves forward, Tedesco remains committed to boosting awareness and introducing more customers to the line, confident that those who try the products will be won over.
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