LeBron James Launches Grooming Line, The Shop

LeBron James
LOS ANGELES, CALIFORNIA – MAY 31: LeBron James attends the Los Angeles premiere of Universal Pictures’ “Shooting Stars” on May 31, 2023 in Los Angeles, California. (Photo by Alberto E. Rodriguez/Getty Images)

LeBron James is stepping into the world of grooming with the launch of his latest venture, The Shop. This seven-set collection of hair and skincare products draws inspiration from his award-winning TV talk show of the same name. The Shop, on HBO, was co-created with Paul Rivera and Randy Mims and is currently in its seventh season. The grooming collection was conceptualized in partnership with James’ longtime friend and business associate Maverick Carter. It aims to capture the essence of barbershop culture by bringing communities together through candid conversations.

The Making of The Shop

Reflecting on the genesis of The Shop show with PEOPLE at the launch event, Carter shares, “There was no aha moment, there was more of a feeling.”

Filmed in a barbershop setting, the HBO series features James and Carter engaging in discussions with names like Tom Brady and Drake. Focusing on dialogue within sports, pop culture, music, and beyond.

While James couldn’t attend the New York City launch event in person due to a Lakers game, his involvement in The Shop’s development was profound.

“He was very clear on what he’d like to see in a product,” Rivera notes, underlining James’ attention to detail with the project.

About the Line

The grooming collection, designed for all men, boasts high-performance, vegan, and cruelty-free formulas. They are aimed at addressing various skincare, haircare, and beard care needs.

Coinciding with the launch of The Shop Men’s Grooming Line is the “Be The Face” campaign. This is a creative endeavor featuring James, Carter, and Rivera. The campaign seeks to empower men with barbershop-inspired tools to exude confidence and intentionality in their daily routines.

The collection, available exclusively at Walmart, offers products priced under $10, a deliberate choice to ensure accessibility without compromising quality. Rivera stresses the brand’s commitment to serving the barbershop community, embodying inclusivity and affordability. From an exfoliating face wash to a conditioning beard cream, each product is meticulously crafted to cater to the modern man’s grooming needs.