LeBron James to make beauty debut with male grooming collection

By Alessandro Carrara | Published: 14-Feb-2024

The range was created through a partnership with beauty manufacturer Parlux and Jame’s multimedia firm The Springhill Company

LeBron James is set to enter the beauty industry this April with a new male grooming range.

The Shop collection includes a shampoo, facial lotion, deep-conditioning beard cream, conditioner, shave cream, face wash, aftershave-toner and a styling pomade.

It will launch into 1,600 Walmart stores in the US, with prices starting from around $10.

The range was created through a partnership between beauty manufacturer Parlux and The Springhill Company, a multimedia brand created by James and businessman Maverick Carter.

Parlux also developed Billie Eilish’s perfume line, as well as the Paris Hilton Fragrances collection.

The male grooming line was inspired by the American television talk show The Shop, which was created by Paul Rivera and Randy Mims and stars James.

The series, which currently has six seasons, sees the Los Angeles Lakers player and Carter invite guests to different barbershops in the US to have conversations and debates with. 

Guests have included Snoop Dogg, Drake and David Beckham.

James joins other celebrity athletes who have entered the beauty arena in recent years.

This includes Serena Williams, who launched a wellness brand focused on recovery in 2023.

Called Will Perform, the wellness label features topical products including Will Relieve, Will Cool, Will Rest and Will Soothe to impart pain relief and provide muscle support.

Celebrity beauty brands also continue to remain popular with consumers, with the segment topping US$1bn in sales in 2023.

This is according to findings from trend forecaster NIQ, which tracked the sales of 43 celebrity-founded beauty brands in the US, including Rihanna’s Fenty Beauty, Kylie Jenner’s Kylie Cosmetics and Selena Gomez’s Rare Beauty.

Sales of celebrity brands in the US surged by almost 58% compared with the year before in the year ended November 2023.

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