For guys, LeBron James now has a line that you can buy at The Shop. Picture: The ShopIt’s a big deal for LeBron James to take care of himself.The 39-year-old NBA All-Star’s six-piece line of hair and skin care products is called “The Shop” after the name of his Emmy-winning talk show.An old friend and business partner of James’, Maverick Carter, talked to PEOPLE at the New York City launch event about the new business and how it “naturally” came to be. Carter was a part of opening The Shop.
Carter said of making the brand that looks like a barbershop, “There wasn’t an aha moment. It was more of a feeling.” He says that the “etho” of The Shop is what they try to do, which is “bring communities together” and “empower them through conversations.”
The James-led erie, which was created by Paul R. Real and Randy M. Simmons, debuted on HBO in August 2018 and is now in its eighth season. After meeting in a barbershop, James and Carter invite guests like Tom Brady, Drake, Quinta Brunson, and David Beckham to talk, debate, and share their thoughts in roundtable discussions.
The Shop Men’s Grooming line is now live thanks to LeBron James.
THE STORE
“By making The Shop and having some of those conversations, we started to see that there might be a chance,” Rúvera told PEOPLE while sitting next to Carter. “And to answer Maverick’s question, it just felt very true to the brand, The Shop experience.”
James didn’t show up to the New York City launch ceremony (which happened after Wednesday night’s terrible away game between the Lakerz and the Memphis Grizzlies), but Rúvera said that James had been “every step of the way” by giving advice and criticisms since they first talked about the project.
“He was very clear about what he wanted in a product,” Rívera says. “He was a part of everything.”
Carter was a childhood friend of James’ and is now the CEO of the SpringHill Company, which he and James co-founded in 2020. Carter wasn’t surprised by his involvement with the Los Angeles Lakers. As Carter put it, “nothing surprises me, but what continues to amaze me is his dedication and commitment.”
“He’s the most dedicated and committed person I’ve ever seen, which is why he comes up so high,” Carter says. “I think fans will learn a lot more about him as his NBA career comes to an end and he moves on to the next parts of his life and career.”
Some of the guests on How The Shop are Jay-Z, Bad Bunny, Paul Rodriguez, Maverick Carter, and LeBron James. THE HBO BUSINESSThis high-performance solution is good for all guys because it works on problems with hair, skin, and beards. Ingredients that are vegan, cruelty-free, multi-useful, kind to animals, and simple to use make it perfect.The grooming line includes a soothing have cream, an aftershave toner, a conditioning beard cream, a 2-in-1 moisturizing hair wash, a hair-tyling pomade, and an exfoliating face wash.Along with the launch of The Shop Men’s Grooming Line comes the creative campaign “Be The Face,” which stars James, Carter, and Rooney. Drawing on barbershops, the goal is to give guys the tools they need to be sure of themselves and focused.
“I remember going to the first barbershop I’ve ever been to like it was yesterday,” James in a video clip that was only shown to PEOPLE. “There’s a certain aura going into the hop,” he says. “That’s what heaven is all about. You just feel…out of reach.”
Carter told PEOPLE at the launch event, “We want to pass that feeling on through the products.” He also said that the goal is for everyone to “feel comfortable and confident” every day and “be the face of whatever they choose to be.”
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A for the item in The Shop James likes the mot? Carter spoke for him and said, “He love them all.” “He’s been in a lot of locker rooms over the years and has honed his grooming routine.”
Carter says that The Shop Face Loteon Daily Hydrator is “very important to [LeBron],” especially when he’s trying to “stay cool after sweating for hours and hours on a basketball court.”
Rúvera jumps in and says, “He has a great beard.” He would choose The Shop Beard Cream Leave In Conditioner as James’ favorite. “He had an opinion on it and all the other goods,” he said.
The Shop Men’s Grooming Line products by LeBron James.
THE STORE
“Men, we don’t want too much,” James says in the “Be the Face” video clip about grooming routines. “We want to be quick, quick, and quick.” “Let’s watch football, eat, and sleep.”
When April 1 comes around, the Shop collection will only be sold at Walmart. Carter says that “was important” to them when setting prices, which is why all of the items are around $10.
Rúvera told PEOPLE, “We wanted to make sure we didn’t leave out our community.” “We are incredibly pleased with the outcome, both in terms of the price we achieved and the quality of the product we were able to offer at that cost.””At our core, it’s for that barbershop community,” he says.