The 59-year-old noticed a gap in haircare for aging women, and filled it with Commence.

Shields partnered with chemist Mark Knitowski, who has worked on product innovation for Victoria's Secret for over two decades, to formulate the best-of-the-best products. Knitowski emphasizes that the brand's magic lies in its scalp-first approach.

Brooke Shields has been in the spotlight her entire life—and at 59, she’s shifting the focus to women over 40. “A woman over 40 starts to look at her life differently. There’s a fresh start to it. But we’re not really marketed to.