Back in August, I wrote a glowing review of Blake Brown, Blake Lively’s hair-care brand that’s currently available at Target. I gushed about how great it smells and how my thick, wavy hair is obsessed with the formulas. This is all still very true. In fact, I had just finished the last glob of the Blake Brown Wild Nectar Santal Fundamental Nourishing Mask in my shower when I received an email invite to come get a blowout alongside Lively on behalf of her brand.
Most beauty events are held to debut a new product or innovation, but Lively and the team at Blake Brown genuinely just wanted to hang out together before the holidays. Michelle Hong, hairstylist and founder of NYC the Team salon, used the brand’s key products to wash, condition, and style my hair, and then I got to spend a few minutes with the actress and founder alongside a few other editor friends and TikTok tastemakers. We spoke candidly about her favorite baked goods (the Pop-Tarts from Interlude bakery in New York City, if you must know) and what product fans can expect next from the brand. Ahead, Lively was able to answer a few more questions exclusively for Bazaar.
What is your favorite NYC activity to do with your family for the holidays?
We love the holidays in the city. We become tourists and hit all the mainstays. We love going to The Nutcracker, driving down Fifth Avenue, seeing the Rockettes, visiting FAO Schwartz and American Girl, walking through Central Park, ice skating—whatever we can pull off. We also spend time teaching our kids the importance of giving back and being aware of others, so we work with organizations like Baby2Baby and Covenant House to help identify needs, collect toys and gifts, and share with families in the city.
What does happiness smell like to you?
Butter. It smells like home cooking, the holidays, family, and my mom, who is both nurturing and decadent.
Gourmand scents are huge in the beauty space right now. If Blake Brown’s signature scents were a baked good, what would they be?
A Cedric Grolet butter croissant dipped in one of his foamy cappuccinos.
Now that Blake Brown has been out in the world for a few months, what are some pieces of consumer feedback that have really stuck with you?
I didn’t realize how uncommon using an “every wash mask” would be since it’s routine for me. In the mass market, permanently replacing conditioner with a mask is less common. Because of that, I didn’t anticipate that people would initially have the instinct to use less mask and leave-in than they would conditioner. Given that masks are traditionally more concentrated, people didn’t want to oversaturate their hair.
Blake Brown masks, though, are formulated to be used every wash and in ample amounts, just like you would with conditioner. Our All-In-Wonder Leave-In Potion is meant to be used every wash as well. Yes, even after you’ve used a mask in the shower. Your hair will drink it all up. Our products are nourishing, nutrient-dense, clean, and truly revitalizing for your hair. So don’t be afraid to slather it on. Your hair will thank you.
Blake Brown Sandalwood Vanille Fundamental Strengthening Mask Hair Treatment
What can fans of the brand expect next?
Hairspray. It’s the one staple we didn’t launch with because the technology wasn’t quite there yet to give us the cleanliness we require alongside the high performance we expect. We have a few other exciting products in the pipeline too, but hairspray we are definitely missing most.
