Written By 
Reviewed By Benzi Corns
Brooke Shields, the iconic actress, model, and author, is stepping into the realm of entrepreneurship with the launch of Commence, her new hair care line. Inspired by her community-centered content platform, Beginning Is Now, which was created during the pandemic to connect with women in their 40s, 50s, and beyond, Commence aims to redefine beauty standards and empower women as they embrace the next chapter of their lives.
Defying Conventional Notions of Beauty:
Throughout her career, Shields has defied conventional notions of beauty, refusing to let her appearance define her. From her early days in front of the camera to her diverse pursuits as an adult, she has embraced myriad interests and roles, including actress, mother, model, and author. Now, she adds entrepreneur to her repertoire, challenging stereotypes and paving the way for women in their 40s and beyond.
The Birth of Commence:
Commence was born out of Shields’ desire to understand and address the physical and emotional changes that women experience during middle age. Beginning Is Now, her content platform turned community of over one million women, provided a platform for candid conversations and camaraderie. As Shields witnessed the strength and unity among women navigating similar life stages, she realized the potential to translate this support into tangible products and solutions.
Empowering Women Through Community:
Shields envisions Commence as more than just a hair care line; it’s a movement that empowers women to embrace their individuality and diversity. By fostering a sense of community and solidarity, Shields aims to give voice to women who often feel overlooked or underestimated as they age. Through her own journey of self-discovery and acceptance, Shields embodies the message of embracing one’s unique identity and experiences.
A New Approach to Beauty:
Unlike traditional celebrity beauty brands, Commence transcends superficial ideals and embraces a holistic approach to beauty. Shields emphasizes that this stage of life is not a decline but a beginning—a call to action to embrace new opportunities and possibilities. With Commence, she seeks to inspire optimism and confidence in women as they navigate the aging process with grace and resilience.
Product Development and Expertise:
Despite her celebrity status, Brooke Shields is deeply involved in every aspect of Commence, particularly product development. Recognizing the importance of establishing expertise in the hair and beauty care industry, she has assembled a team of seasoned professionals, including Denise Landman and Karla De Bernardo. Through meticulous attention to detail and a commitment to efficacy, Commence aims to deliver high-quality products that resonate with its target demographic.
Building Trust and Authenticity:
Shields’ authenticity and transparency resonate with consumers, fostering trust and loyalty. Her willingness to share personal experiences and challenges, both in business and in life, creates a genuine connection with her audience. By leveraging her platform to drive meaningful conversations and engagement, Shields ensures that Commence remains rooted in the values of inclusivity and authenticity.
Embracing Challenges and Growth:
As Shields navigates the complexities of entrepreneurship, she remains undeterred by challenges and setbacks. From securing funding to overcoming preconceived notions, she approaches each obstacle with resilience and determination. By drawing on her experiences as an actress and model, she brings a unique perspective to the business world, challenging stereotypes and reshaping industry norms.
Looking Ahead:
As Commence prepares to launch on June 4th, Shields is poised to make a significant impact in the beauty industry and beyond. With a focus on community, empowerment, and authenticity, Commence represents a new chapter in Shields’ journey—one defined by innovation, inclusivity, and the celebration of women’s beauty at every age. As Shields herself aptly puts it, “The beginning, it seems, is now. And there’s nothing more beautiful than that.”
