Blake Lively, star of It Ends With Us, is facing backlash over her new hair care line, Blake Brown, which was launched in early July. Developed over seven years, the brand is available exclusively at Target and on Lively’s website.
The Blake Brown line includes two types of shampoos, a dry shampoo, and a hair mask. According to the product descriptions, these items are designed to leave hair “manageable, soft, and noticeably shiny” and are free from SLS/SLES, silicones, and parabens.
However, TikTok users are expressing dissatisfaction with the products. One notable critic, TikToker Kate Perry, shared that a Target employee told her that many customers are returning Blake Brown products. “This is a PSA—I just want everyone to know that the cool teen working at the customer service desk at Target told me that everyone’s been returning the Blake Brown haircare,” Perry said in a viral video with nearly two million views. “She said that s*** is not worth 20 bucks.”
Perry detailed her experience further in a follow-up video, explaining how she noticed the shampoo bottle on the counter while returning an item and was informed by the employee that it was frequently returned.
Other TikTokers have criticized the product’s bulky packaging. Emma Nacewicz, a reviewer and entrepreneur, described the packaging as “gorgeous” but “not functional.” She pointed out that the large bottle is cumbersome, requiring two hands to unscrew and pour. “It’s not just a pump-and-go or squeeze-and-go. Honestly, having this top like this is beyond obnoxious,” Nacewicz said while demonstrating the bottle.
Nacewicz also criticized the dry shampoo, describing it as a “texturing shampoo” rather than an effective product for reducing greasiness. “First of all, it doesn’t even make my hair un-greasy. All it does is make it tacky. It’s amazing as a texturing spray. But you have to wash your hair the next day because it is just stuck. It makes your hair like sticky,” she explained.
The criticism comes as Lively, known for her role as Serena van der Woodsen in Gossip Girl, faces increased scrutiny for her public behavior. Despite some heartfelt moments during her press tour for It Ends With Us, including emotional interactions with Spice Girl Emma Bunton and Capital FM DJ Kemi Rodgers, Lively has also faced controversy over her behavior in interviews.
It Ends With Us, based on Colleen Hoover’s novel, stars Lively as Lily Bloom, who finds herself in an abusive relationship with Ryle Kincaid, played by Justin Baldoni. The film has been the focus of Lively’s recent press tour, which has been marked by both positive and negative public reactions.