LeBron James launches The Shop Men’s Grooming line.Photo:The Shop
The Shop
LeBron Jamesis shooting his shot in the grooming world.
The Shop was created in partnership with James' longtime friend and business partner Maverick Carter, who spoke with PEOPLE exclusively at the launch event in New York City about the their new venture and how their brand “naturally” came to be.
“There was no aha moment, there was more of a feeling,” Carter says of creating the barbershop-inspired brand. He credits the “ethos” ofThe Shopfor being what the line strives to accomplish: “bringing communities together” and “empowering them through conversations.”
LeBron James launches The Shop Men’s Grooming line.The Shop
“Through filming The Shop and through some of those conversations, we started realizing there may be an opportunity,” Rivera tells PEOPLE while sitting alongside Carter. “And to Maverick’s point, it just felt very authentically connected to the brand, The Shop experience.”
“He was very clear on what he’d like to see in a product,” continues Rivera. “There wasn’t anything that he wasn’t a part of.”
“He’s the most committed and dedicated person that I’ve ever seen, and that’s why he’s such a high achiever,” Carter continues. “I think there’ll be much more for fans to learn about himas his [NBA] career winds downand he goes into the next chapters of his life and career.”
Paul Rivera, LeBron James, Maverick Carter, Nneka Ogwumike, Jay-Z and Bad Bunny appear on The Shop the series.Courtesy of HBO
Courtesy of HBO
The high-performance products are designed for all men — addressing various needs for their skin, hair and beard. It’s made with multi-beneficial, nourishing vegan and cruelty-free formulas that are soft on the skin, and simple and effective to use.
The grooming collection includes seven products: Exfoliating Face Wash, Hydrating Face Lotion, Soothing Shave Cream, Aftershave Toner, Conditioning Beard Cream, 2-in-1 Moisturizing Hair Wash and Hair Styling Pomade.
Coinciding with The Shop Men’s Grooming Line is the launch of “Be The Face,” a creative campaign (below) featuring James, Carter and Rivera aimed to empower men with the barbershop-inspired tools to be the most confident and intentional versions of themselves.
“I can remember like it was yesterday, going into the first barbershop I’ve ever been to,” James says in an exclusive video clip shared with PEOPLE. “Going into the shop, there’s a certain aura,” he continues. “That’s what heaven is all about. You just feel… untouchable.”
“We want to deliver that feeling through the products,” Carter tells PEOPLE at the launch event, adding that the goal is to “feel comfortable and confident” each day and “to be the face of whatever you choose to be.”
As for The Shop product James favors the most? “He loves them all,” Carter says on his behalf. “His grooming routine has been honed over many years of being in lots of locker rooms.”
Carter points out thatThe Shop Face Lotion Daily Hydratoris “very important to [LeBron],” especially when trying to “stay moist after sweating for hours and hours on a basketball court.”
Rivera jumps in: “He has a fantastic beard.” If he had to guess James' favorite, he’d go withThe Shop Beard Cream Leave In Conditioner. “He had a point of view on it as well as all the other products,” he notes.
LeBron James' The Shop Men’s Grooming Line products.The Shop
“Men, we don’t want too much,” James says of grooming routines in the “Be the Face” video clip. “We want to be fast, quick and efficient. Get to watching our football games, getting to eat and getting to sleep.”
The Shop collection is available exclusively atWalmartstarting April 1. Each product is under $10, which Carter says “was important” to them when considering price points.
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“We wanted to make sure we didn’t exclude our community,” Rivera tells PEOPLE. “We’re incredibly happy with where we landed, not only from a price point standpoint but from the quality of product that we were able to provide at that price point.“He concludes, “At our core, it is for that barbershop community.”
source: people.com
