LeBron James also launches his own skincare line

In 2018, LeBron James launched The Shop: Uninterrupted, a talk on HBO set inside a classic barbershop where the Los Angeles Lakers' basketball player discusses with colleagues and friends. It was therefore destiny that a few years later, with his multimedia company founded with his partner Maverick Carter, he would enter the world of grooming, the ideal product to fit into the barbershop context. The line dedicated to grooming and skincare for the male audience was created in collaboration with Parlux and will be launched on 1 April in over 1600 Walmart stores in the States. 

The first collection consists of a conditioning beard cream, a moisturising shampoo and conditioner, an exfoliating face wash, a soothing shaving cream, an invigorating aftershave, a moisturising face lotion and a styling ointment. Over the years, the market encompassing skincare aimed at a male audience has grown by leaps and bounds, breaking taboos and innovating body care. According to Ipsos data, more than half of men use beauty products and among the main reasons are, on the one hand, the desire to take care of themselves and, on the other, to improve their appearance. 

Co-creator of The Shop Paul Rivera commented: "we created The Shop out of a deep love and passion for the barber experience. Our show was designed to bring people inside The Shop for the debates, discussions and therapy that you can only get in a real neighbourhood barbershop. Now, we want to give people another side of this experience". The products will be priced under US$10, which allows for wide distribution and accessibility to men of all ages.