LeBron James is unquestionably one of the greatest basketball players of all time, not to mention a compelling talk show host on HBO’s Emmy award-winning show The Shop. Now, the Los Angeles Lakers player is adding yet another title to his resume: beauty brand founder.
Enter his newly debuted men’s grooming line, The Shop, exclusively available at Walmart starting today, April 1. The seven-piece collection offers essential skin-care and hair-care products, including face wash, shaving cream, aftershave toner, face lotion, beard cream, shampoo and conditioner, and hair pomade.
The Shop was inspired by James’ talk show of the same name that’s been on air since 2018. He co-hosts it with Maverick Carter, and together, they interview a diverse range of guests, from athletes to politicians. Former interviewees include Drake, Barack Obama, and Snoop Dogg, among others.
Echoing the show’s diverse range of predominantly male guests, The Shop is formulated for men of all ages (though I’m eager to give it a try myself). The best part? Prices are accessible; all products in the line cost $10 each.
In newly released campaign photos for the brand, James poses in front of a mirror, grinning ear to ear with his newly launched products, housed in eye-catching mustard yellow packaging and large bolded font.
Despite the accessible price point, The Shop’s products boast high-quality ingredients. Take its face cream, for example, which is alcohol-free and loaded with moisturizing glycerin and soothing aloe. It features a lightweight formula perfect for after shaving or for daily morning and evening use.
The brand’s shave cream has similarly hydrating and soothing ingredients, namely nourishing macadamia oil, hydrating glycerin, soothing panthenol, witch hazel, and cooling menthol.
But arguably the star of the line is the brand’s Aftershave Toner. It uses a bevy of gentle exfoliating acids to prevent ingrown hairs, bumps, and other post-shave blemishes, including salicylic acid, lactic acid, and glycolic acid. Even if you skip shaving, you’ll still enjoy its skin-smoothing effects.
The basketball MVP might not be the first person who comes to mind when you think of celebrity beauty brands, but it’s looking like that’s bound change. After all, the brand was created in partnership with Parlux, the company behind numerous successful celebrity beauty launches, one of the most notable being Billie Eilish’s fragrance line.
“Our show was designed to bring people inside the shop for the debates, the arguments, and the therapy you can only get at a true neighborhood spot,” says Paul Rivera, co-creator of The Shop.
“Now we want to give people another side to the experience,” he continues. “There is nothing like the feeling you have walking out of the shop looking your best. It’s so amazing to partner with Walmart in neighborhoods all over the country to create a line of products to give people another way to experience a truly great barbershop.”
