At 59, Brooke Shields has embraced a new role as both founder and CEO of her own beauty brand, Commence. Launched in June, the company offers haircare products specifically designed for women over 40. Shields’ venture into entrepreneurship was inspired during the pandemic, as she connected with women who felt neglected by the beauty industry.
The birth of Commence
Shields’s inspiration came from candid conversations with women about the challenges of aging hair—from texture changes and dryness to slower growth. To address these needs, Shields assembled a team of seasoned beauty and retail professionals, including marketing strategist Carla De Bernardo and product expert Mark Knitowski. Together, they created a line of “hero products”: a dry shampoo ($21), a leave-in conditioner ($26), and a hair-growth serum ($30).
A purpose-driven mission
Commence is more than just a brand for Shields; it’s a movement. Through an online community she built during the pandemic, Shields discovered that many women over 40 felt invisible in the beauty space. “It’s as if you lose value as you age,” she noted. Commence aims to challenge this notion by providing effective solutions for mature women’s unique haircare needs.
The challenges of entrepreneurship
Raising $3.5 million from investors for the first product launch was just the beginning. Shields faced skepticism from some venture capitalists, particularly male investors who doubted her business acumen. Her response was firm: “I didn’t ask for your advice—just your money,” she recalls telling one doubter. Despite these hurdles, Commence’s products debuted on shopcommence.com to strong consumer interest.
A legacy in progress
Shields’s goal is to ensure Commence becomes a timeless brand, unlinked to her personal celebrity. “These products aren’t called ‘Brooke’ or ‘Brooke’s Best,’” she explains. “This brand is meant to stand on its own.”
Commence’s launch marks a new chapter for Shields, cementing her place not only as a cultural icon but also as an entrepreneur redefining beauty for women over 40. With products designed to empower and address real needs, Commence is poised to become a leader in the beauty industry.
