Blake Lively’s portrayal of Lily Bloom in the new romance drama It Ends With Us has sparked controversy. Critics and fans accuse Lively of using the film as a platform to promote her hair care brand, Blake Brown.
The film’s release has led to intense scrutiny of Lively’s performance and personal brand. In a recent New York Times article, journalist Esther Zuckerman suggested that Lively’s dramatic hairstyles in the movie might serve a dual purpose: enhancing her role and promoting her hair care line. Zuckerman observed that Lively’s hair evolves throughout the film, reflecting Lily’s emotional state. From “buoyant curls” on a first date to “artfully messy” hair in business scenes, and “drooping” locks during turbulent moments, Lively’s hair becomes a symbolic extension of her character’s journey.
Zuckerman speculated that these hair transformations could be a strategic move to attract attention to Blake Brown, Lively’s recently launched hair care line. This brand features products designed to enhance hair volume and health, including shampoos, hair masks, and styling solutions.
Following the film’s premiere, accusations intensified. Critics pointed out that Lively’s focus during the red carpet event was on her hair care line rather than the film’s serious themes of domestic violence. Fans also noted that Lively’s Instagram bio links directly to her product line, while her co-star Justin Baldoni’s profile promotes a non-profit organization dedicated to supporting domestic violence victims.
On Reddit, fans voiced their frustration. One user criticized the overlap between the film’s serious subject matter and Lively’s business interests, calling it “tacky” and “distasteful.” Another echoed these sentiments, arguing that using a film about domestic violence to promote hair products was inappropriate. In contrast, they praised Baldoni for using his platform to highlight a charitable cause.
The debate highlights ongoing concerns about the intersection of personal branding and film promotion, especially when sensitive topics are involved.