Brooke Shields’ Commence: The Science and Story Behind an Age-Defying Haircare Revolution
Brooke Shields’ Commence targets mature hair challenges with groundbreaking, science-backed formulas that nourish, protect, and empower women over 40.
Brooke Shields’ Powerful New Mission: Taking On Aging Hair
The conversation around hair health for women shifts dramatically as we age. For Brooke Shields, actress, model, and now entrepreneur, hair has always been central to her identity—on-screen, on-stage, and at home. Recognizing the challenges women face as their hair texture, density, and shine inevitably change, Shields launched Commence—a pioneering haircare line specifically for women over 40. The result is a collection that goes beyond superficial beauty: it’s about restoring not only strength and fullness to hair, but also confidence and comfort to women navigating a new era of self-care.
Why Hair Changes with Age—and What Women Need
Time, hormones, styling, and the environment set new demands on hair as women enter their 40s and beyond. According to Shields, “A huge part of a woman’s identity was affected by their hair changing over 40. Our hair gets thinner, drier, loses its shine, and sometimes even the scalp becomes more sensitive or flaky.”
- Thinning: Hair density often decreases as estrogen levels drop, revealing more scalp and leading to limp or sparse strands.
- Brittleness & Dryness: Aging hair loses moisture and essential oils, resulting in brittle, breakage-prone shafts.
- Lack of Shine: Graying and repeated coloring or processing leave hair looking dull and flat.
- Scalp Issues: Dryness, irritation, or even hair loss can signal the hormonal transition that uniquely affects women after 40.
As Shields herself experienced these changes—with additional stress from constant coloring and heat styling—she saw not just a market gap, but an opportunity for validation and empowerment.
Commence: Designed for Women Over 40, with Science and Heart
In June 2024, Brooke Shields quietly (but passionately) unveiled Commence, launching with three hero products. Since then, the line has expanded to include more targeted solutions. What distinguishes Commence is its blend of scientific innovation, botanical care, and Shields’ personal investment in the results.
Key Principles of Commence
- Hormone-Conscious Formulas: Products are designed to support the specific biological needs of women in perimenopause and menopause.
- Root and Scalp Focus: Shields emphasizes, “To look at your scalp as skin is so important. Health starts at the root.”
- Multi-Generational Appeal: Though engineered for mature hair, Commence formulas have found fans in Shields’ own daughters and their younger friends—demonstrating their gentle yet potent performance.
- Community-Driven Development: The Commence line came to life through Shields’ direct engagement with other women, hearing their stories, and seeking solutions together.
The Commence Complex: The Science Behind the Shine
Central to every Commence product is the Commence Complex, a proprietary blend crafted in collaboration with cosmetic chemists and botanical experts. Its advanced design targets root-to-tip rejuvenation and features:
- Peptides: Short chains of amino acids that stimulate healthy hair growth and strengthen follicles.
- Pre- and Post-biotics: Help balance the scalp’s microbiome, supporting resilient roots and reducing irritation or flakiness.
- Plant Stem Cells: Sourced to encourage regeneration and protect against age-related hair thinning.
- Alfalfa Sprout Extract: Known for nourishing both scalp and strand, this ingredient adds luster and volume without heaviness.
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This science-first approach results in products that not only address present-day concerns but also serve as preventative care, extending the longevity of hair health at any age.
Brooke Shields’ Vision: Hair as Emotional Well-Being
For Shields, hair isn’t simply about appearance—it’s deeply tied to memory, comfort, and self-worth. “Some of my favorite memories with my girls had to do with their scalp and hair,” Shields recalls. “It was calming for them, and it was a real connection. There’s always been a real connection in hair.” Commence is, at its core, an act of nurturing and validation for women whose needs are too often overlooked by mainstream beauty brands.
The Commence Product Collection: A Closer Look
Commence’s lineup blends familiar haircare staples with novel, targeted treatments. Each product solves a different pain point Shields and her community experienced with aging hair and scalp.
Core Products in the Commence Line
| Product | Purpose | Key Ingredients & Benefits |
|---|---|---|
| Detoxifying Shampoo | Gently cleanses without stripping | Healing oats; removes buildup with balanced lather; keeps scalp healthy |
| Probiotic Smoothing Conditioner | Balances scalp, adds shine & softness | Electrolyte blend (magnesium, zinc, iron); strengthens and hydrates |
| 2-in-1 Instant Shampoo (Dry Shampoo) | Absorbs oil & adds volume—no dryness | Rice-based powder, encapsulated hyaluronic acid for hydration; freshens hair without grit |
| Shine-Enhancing Detangler | Protects from heat, tames frizz | Advanced conditioning agents; boosts shine, softness, and manageability |
| Root Serum | Calms, densifies, and nourishes scalp | Commence Complex; supports density, soothes irritation, promotes healthier growth |
| Leave-in Conditioner | Softens & detangles, prevents split ends | Lightweight formula, provides heat protection, reduces frizz, supports softness |
How the System Works
Shields advocates a holistic approach that starts at the scalp. The Detoxifying Shampoo and Probiotic Smoothing Conditioner cleanse delicately, never over-drying—a common problem with many anti-aging shampoos and conditioners. The 2-in-1 Instant Shampoo (a non-aerosol dry shampoo) quickly refreshes and volumizes hair between washes without leaving a chalky residue. The Shine-Enhancing Detangler tames frizz and preps hair for styling, while the Root Serum calms the scalp and fortifies follicles for thicker, fuller hair. The Leave-in Conditioner offers added protection and softness, particularly after showering or heat treatment.
What Makes Commence Different from Other Brands?
- Problem-Solving Approach: Instead of simply repackaging existing products, Commence tackles root causes—literally—by addressing scalp health, the microbiome, and the hormonal changes of aging.
- Positivity and Realism: Shields emphasizes, “There was white space for a brand that speaks to women of a certain age with positivity. These women need problem-solving products that work.”
- Clean and Safe Ingredients: The formulas are plant-based and free of harsh chemicals, supporting even sensitive skin and hair types.
- Community Collaboration: Product development was informed by stories, feedback, and wish lists directly from Shields’ fans and women in her demographic, ensuring genuine responsiveness and trust.
Expertise and Legacy: Brooke Shields as Beauty Thought Leader
Brooke Shields’ status as a beauty icon spans decades—she was the face of haircare brands as early as the 1980s. Her personal evolution, and openness about the challenges of aging, add authenticity to her venture. Shields partnered with beauty industry veterans and scientists to ensure every formula delivers both immediate and long-term results, for hair that looks and feels as vibrant as it did decades earlier.
Real-World Results and Testimonials
- Noticeable Fullness & Shine: Users report shinier, bouncier hair even after one use, and improvements to scalp comfort in as little as a week.
- Multi-Generational Impact: Although the brand focuses on women over 40, younger women are also experiencing benefits, noting preventative strengthening and improved manageability.
- Low Irritation: Even those with sensitive scalps find Commence calms and rebalances without harsh side effects.
FAQs: Commence, Hair Aging, and What to Expect
Q: What makes Commence different from regular haircare lines?
A: Commence is uniquely designed for the biological and hormonal changes women experience after 40. Its formulas support scalp health, target thinning and dryness, and use advanced ingredients like peptides, plant stem cells, and pre/post-biotics.
Q: Can younger women use Commence products?
A: Yes, though Commence was formulated for mature hair, its gentle, nutrient-rich formulas are safe for all ages—including teens and 20-somethings—making it a versatile, family-friendly option.
Q: Are Commence products safe for color-treated or processed hair?
A: Absolutely. Products such as the Detoxifying Shampoo and Shine-Enhancing Detangler are formulated to support hair prone to dryness or stress from coloring, heat, or chemical treatments.
Q: What are the hero ingredients in Commence?
A: Key ingredients include the Commence Complex (with peptides, pre- and post-biotics, and plant stem cells), healing oats, rice-based powders, hyaluronic acid, and alfalfa sprout extract.
Q: How often should I use the Root Serum or Detangler?
A: The Root Serum can be used daily for scalp health and density, while the Detangler is ideal post-shower or before heat styling to reduce breakage and frizz.
Empowering Women: More Than Just Haircare
Shields’ vision for Commence goes beyond healthy hair. It’s about empowerment, community, and giving women permission to embrace each stage of life—gracefully and on their own terms. Commence’s success is evidence that beauty needn’t be sacrificed with age but reimagined, celebrated, and nurtured through thoughtfully designed self-care rituals.
- Celebrating Identity: By speaking directly to women 40+, Commence acknowledges the importance of hair in daily confidence and self-expression.
- Ongoing Innovation: Shields continues to listen to her community—expanding the line and collaborating (such as with accessory designer Clare V for special editions) to support holistic beauty rituals.
- Credibility and Grace: Shields leads by example, embracing aging authentically and helping others find tools to do the same.
How to Start Your Commence Journey
You can purchase Commence products individually, but the 4-piece kit offers a starter bundle including Detoxifying Shampoo, Probiotic Smoothing Conditioner, Shine-Enhancing Detangler, and Root Serum—delivering a complete approach to scalp care, cleansing, and styling. Each formula works in concert, supporting everyday hair health for women committed to thriving at every age.
- Detox, balance, nourish, and protect—age beautifully, starting at the root.
- Commence is available directly through its official website and select retail outlets.
Frequently Asked Questions (FAQs)
Q: Is Commence cruelty-free and vegan?
A: Yes, Commence is committed to clean, cruelty-free formulation and avoids animal-derived ingredients.
Q: How soon can I expect results?
A: Many users notice improved softness and shine within the first week, but fuller and thicker hair typically appears after 4–8 weeks of consistent use.
Q: Who formulates the products?
A: Commence is the result of a partnership between Brooke Shields, cosmetic chemists, and plant science experts, ensuring every product is both safe and clinically effective for aging hair and scalps.
References
- https://parade.com/living/brooke-shields-hair-products
- https://www.womenshealthmag.com/beauty/a61042752/brooke-shields-commence-haircare-review/
- https://www.jimjoseph.com/blogger/commence-haircare-from-brooke-shields
- https://shopcommence.com
- https://shopcommence.com/pages/our-story
- https://www.goodhousekeeping.com/entertainment/celebrity-news/g62471684/brooke-shields-whats-in-my-cart/
- https://www.thedrewbarrymoreshow.com/episode/august-1-2025-brooke-shields
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