Brooke Shields launched Commence, her first brand, on June 3, 2024. The hair-care line began with three products and is now presented on the brand’s website as a six-product range. Shields said conversations with women in her online community helped inspire the idea; the brand’s focus is women over 40, but its testing and performance claims should be understood as company-reported rather than independent clinical findings.
Why Brooke Shields started Commence
In a June 3, 2024 interview with Vogue, Shields connected the idea for Commence to conversations in her Beginning Is Now online community. She said women told her their hair was becoming brittle or thinning, and that she saw a perceived gap in hair-care marketing for women over 40. That is Shields’s account of the inspiration—not a quantified finding about the beauty market or how commonly hair changes occur.
Shields also described wanting to avoid treating aging as a deficit and to frame this stage of life as a beginning. The brand name reflects that intention: she told Vogue that it plays on the French word commencer, “to begin.” Commence’s positioning is aimed at women over 40, but that does not establish that every person in that age group has the same hair or scalp needs.
What launched in 2024—and what the brand lists now
Commence’s launch assortment was three products. Its current official Our Story page lists six; product names and availability may change.
#1 Best Overall
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| At launch, June 2024 | Currently listed by Commence |
|---|---|
| 2-in-1 Instant Shampoo | Detoxifying Shampoo |
| Thickening Root Serum | Probiotic Smoothing Conditioner |
| 3-in-1 Leave-In Conditioner | Root Serum |
| Shine-Enhancing Detangler | |
| 2-in-1 Instant Shampoo | |
| 3-in-1 Leave-In Conditioner |
The launch-day names and lineup were reported by Vogue; the current list comes from Commence’s site, which says its formulas were developed with Active Concepts.
What the 2-in-1 Instant Shampoo is
At launch, Vogue described the 2-in-1 Instant Shampoo as a powder-based product that Shields compared with dry shampoo while distinguishing it from conventional dry shampoo. The interview reported that it contains rice powder to absorb oil and encapsulated hyaluronic acid; Shields described the product as offering lift, texture and hydration. These are reported formula details and founder-described benefits, not independently verified outcomes for every user.
Rank #2
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What Commence says about testing
Commence says its salon testing was based on a clinical study involving 30 panelists over two weeks. The brand summarizes findings for each of its six listed products on its Our Story page. That page does not state the study year or provide the protocol, participant ages or demographics, comparison group, statistical analysis or a full report. “Clinical study” is the brand’s wording; the information presented there is not enough to establish peer review, treatment of hair loss, or independent proof of efficacy.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Where the brand is sold
The official source reviewed is Commence’s own storefront. An Inc. profile published March 26, 2026 reported that the company was considering a possible Amazon expansion later in 2026. That report is prospective, not confirmation of an Amazon listing. Check the retailer and the brand’s current site for availability rather than assuming the products are sold through a particular marketplace.
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Rank #4
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Rank #3
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
