Blake Lively’s Hair Is No Longer Full of Secrets: All About Her Debut Haircare Line, Blake Brown!

The products took seven years to perfect, and you’ll be be shocked when you hear what’s not included in the collection

Blake Lively’s golden waves are so instantly recognizable that she says all it takes is a bun to render her incognito in a crowd (that glorious blonde ponytail was a dead giveaway, Marvel).

“I've never changed my hair much. I have a look that I like, and it became quite distinct to me,” Lively, 36, told a group of beauty editors at the launch of her new haircare line, Blake Brown. “So if I want to walk down the street in New York City, literally, if I just put my hair in a bun, I can walk around and people don't look twice. Literally just swooped up like this. But if I take my hair down, it's a different experience.”

That’s right: The woman whose hair is basically the reason Pinterest was invented and who says she’s “had more opportunities come to me in the haircare space ...  more than my real job of acting” is finally launching a haircare line.

“There are a lot of great options out there, but nothing that was doing all the things that I wanted, which was clean formulas with incredible performance at a mass price point with a fragrance that I would spray on my body,” the It Ends with Us actress tells PEOPLE. “I didn't want to step into something that someone else had already created because I wanted to replicate the systems and the patterns that I already loved.”

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She spent seven years developing the line and testing “hundreds of iterations,” of the formulas on her own hair. (She says she was “the first, middle and last head it was tried on each round.”)

The result: Blake Brown (the name is a tribute to her father, Ernie, whose last name was Brown until he married her mom, Elaine Lively, and took her last name), a lineup of eight products that reflect everything Lively does to keep her own hair looking like that.

Other than being follicularly blessed: “I am lucky. My mom has great hair. I do have good hair, but I also treat it differently,” she says.)

For starters, she doesn’t use traditional conditioner. Ever. Instead, she’s all about masks, which she says she started using 20 years ago after she learned from her stylists and colorists that these concentrated formulas were the gold standard for maintaining healthy hair.

She developed two shampoo and mask systems: Sandalwood Vanille Fundamental Strengthening and Wild Nectar Santal Fundamental Nourishing. There’s also a Milky Sandalwood Rich Reset Pre-Shampoo Mask, Bergamot Woods All-In Wonder Leave-In Potion, Amber Vanille Dry Shampoo and Blackcurrant Vanille Glam Mousse.

“I don't know if it's just because I had sisters who grew up in the ‘80s or a mom who was obsessed with Alberto V05, but we were a mousse household,” she explains of her love of the throwback styler, which she says takes the place of texturizing and volumizing products and “makes my hair look like I have extensions in. It just triples the size of my hair. It makes it last for days.”

The strengthening and nourishing systems are meant to be alternated, but Lively says the key to getting the best results from the products is to “really just listen to your hair.”

She explains: “Some people need to double wash their hair, some people need to single wash their hair. Some people need a ton of masks to really get through their hair. Some people just need just a little bit. It just really is, like, feel your hair. It's very intuitive. The more you listen to your hair versus listening to tips, then you're going to take better care of your hair.”

And if the product names sound, well, delicious, that’s the point. Lively loves fragrance, so when it came to choosing aromas for her products, she partnered with a fragrance house to develop elevated scents that were “specifically designed to be familiar but also entirely unique,” she says, referencing everything from Burberry The Beat and TokyoMilk Kabuki perfumes to Diptyque and Votivo candles as her inspiration.

She also flipped the beauty script with the packaging. The copper and bronze geometric bottles, which she designed herself, are made with 100% PCR materials and were created to stack together into what she calls a “hive.”

“I wanted it to look beautiful in your home. I just really, really respect it. As a consumer, I really appreciate when people respect me, and I just wanted to really respect whoever would be buying this. So when I look at my shower and that's in there, it feels so beautiful and nice and pretty, and I feel like I'm living in The Home Edit,” she says.

It was also important to Lively that everyone in her household (which includes husband Ryan Reynolds, 47, daughters James, 9, Inez, 7, and Betty 4, and son Olin, whom they welcomed in February 2023) could use the line, which is free of SLS/SLES, silicones, parabens, phthalates, synthetic dyes or mineral oils.

Related: Ryan Reynolds Says He and Blake Lively Are Grateful All 4 Kids Are 'Under Our Roof Now': 'A Fleeting Thing'

“Everything in my life, whether I want to be shared or not, is shared with my family, and that's of all ages. That's from my mom to my kids and everyone else in my life and in my orbit. We both come from big families. It's just like there's just people all the time, and everyone's sharing everything. Everyone's wearing my clothes, everyone's taking my products. I feel like I should just rip the Band-Aid and move to a commune already, because it's just like that's what my household feels like.”

And while this is her first business venture to feature her name (she also created the non-alcoholic beverage line Betty Buzz), Lively says she doesn’t want it to rely on the Blake of it all to sell the products.

“I am a person, but people do identify names of people in pop culture with a brand of a sense. It felt like I was trying to borrow from that goodwill too much, and I didn’t want to do that. You don’t need to like me or know me to love this brand, because it’s great.”

Blake Brown will be available at Target and Target.com starting Aug. 4 at price points ranging from $18.99-$24.99.

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