's haircare brand was hit with a barrage of complaints from customers who claimed the products left their hair 'dry', 'brittle' and in some cases falling out, court documents unearthed by the Daily Mail reveal.
Showbiz
Blake Lively Faces Fury Over Unsealed Documents
Blake Lively's haircare brand was hit with a barrage of complaints from customers who claimed the products left their hair 'dry', 'brittle' and in some cases fa...
Advertisement
The scathing reviews of her Blake Brown Beauty line – which launched around the same time as the release of her movie It Ends with Us in August 2024 – have become public after the actress's settlement with led to an unsealing of internal documents.
The filings obtained by the Daily Mail include reviews by users who described disastrous results after trying the products.
One woman reported 'extreme hair loss' after using some of Lively's shampoos, while others said it made their hair feel 'horrible'.
'WTF did you put in this??' wrote one woman. 'My hair feels like a god damn NEST, thats it, never ever getting this product again'.
The comments were bad enough that they triggered an internal staff memo that was sent to Lively in September 2024.
Advertisement
Blake Lively launched her Blake Brown Beauty line in August 2024, but quickly drew complaints from customers, unsealed court filings reveal
The 38-year-old returned to the red carpet at the Met Gala on Monday just hours after settling her legal battle with Justin Baldoni
The memo admitted that 42 percent of comments for the nourishing shampoo talked about dryness and 'damage to hair', and more than half of the comments on the strengthening shampoo said the scent was too strong.
Lively's spokesman did not respond to a request for comment.
The documents were made public at a court in New York moments after lawyers for Baldoni and Lively revealed they had reached a settlement in their bitter legal war.
Lively had claimed that Baldoni sexually harassed her on the set of It Ends with Us, which they both starred in and he directed.
Baldoni denied her claims. Neither side apologized in their joint statement announcing the end of the case, which had been going since December 2024.
The files about Blake Brown Beauty – which takes its name from Lively's real family name – appear designed to bolster Baldoni's argument that she was a bad businesswoman.
Baldoni's lawyers have claimed in court hearings that any decline in sales for the products was her fault, not the result of a smear campaign she claimed he organized.
Advertisement
User reviews, however, showed customers described disastrous results after trying the products
In July 2024, the actress announced she was releasing her own haircare line that took seven years to develop and would be sold exclusively at Target
Lively launched the line coordination with Target in August 2024. It promised a huge potential windfall for her. The initial range of eight products was priced between $19 and $25, including liquid and dry shampoos, hair masks, and leave-in conditioners.
But customers quickly began to report major problems.
One document in the court filings included a list of comments on the beauty range: they appeared to have been posted online because women were responding to comments by other people.
Advertisement
Many of the customers said they were disappointed because they seemed to believe in the products – but couldn't stand how it made their hair feel.
One customer wrote: 'I REALLY wanted to love this line but my hair got so dry and brittle after using it for about 3 weeks.
'I gave all the products a chance and it just didn't work. My hair broke and got super dry'.
Another woman wrote: 'I wanted to love this. The smell is amazing but my hair seems to be falling out in much greater chunks than before'.
Court exhibits obtained by the Daily Mail show the company's internal analysis of the haircare line, which found 42% of users reported issues such as 'dryness, brittleness, and damage to hair', specifically with its nourishing shampoo
Similar negative performance reviews were noted for its 'Glam Mousse' which customers complained 'made hair feel like straw'
It wasn't just the product that drew complaints. The packaging did too
Among other comments was a woman who said: 'The mask conditioner is wonderful but the shampoo makes my hair feel horrible. I cant run my fingers through my hair after i rinse the shampoo'.
Another wrote 'Worst thing I've ever bought my hair broke off and fell out…this product ruined my hair'.
Other women talked about 'extreme hair loss' after using Blake Brown Beauty and one said: 'My hair has never, ever been this dry!'
The filings also included user feedback in social media comments
Laura said that the feedback for the products for the past week had been 'largely consistent'.
For the nourishing shampoo, performance was the most frequently mentioned issue with 42 percent of comments talking about 'dryness, brittleness and damage to hair'.
Ten percent said the scent was 'overpowering or unpleasant'.
The nourishing mask fared little better with a 'significant number' of users reporting dry hair or that it didn't work.
The strengthening shampoo had issues too, the memo said, and 40 percent of comments relating to drying, frizz or hair falling out.
'The key negative feedback trends continue to revolve around the scent being overpowering and the packaging being impractical,' the memo said.
The fallout from the nasty legal battle have left both Lively and Baldoni's reputations in tatters
Some 40 percent of people who commented on the strengthening mask said the bottle was hard to use and too big.
More than half said it left their hair feeling greasy or tangled rather than soft and smooth.
There were also concerns about the price and 23 percent said the product 'didn't justify its cost', the memo said.
The memo did include a turnaround plan and Laura, the Blake Brown Beauty executive, recommended reminding customers that the price per use was low, even if the actual price was above what they wanted.
Laura admitted that they knew the packaging 'wouldn't be for everyone' and said that a lot of people did like the scent of the products.
Lively's beauty range is still available at Target and now has 18 items including a value bundle of four items for $74.06.
On the website, Lively is quoted as saying: 'I spent 7 years creating & personally testing every element of this collection. The concept of Blake Brown is simple: love your hair well & it will love you well.'
Advertisement
Advertisement