One secret Blake Lively will tell? The secret to her luscious locks.

The It Ends with Us star recently announced her new haircare brand Blake Brown Beauty—launching at Target Aug. 4—and it may be her most personal venture yet. 

“Ever since I was a kid, through adolescence, early adulthood, motherhood, work, personal life, whenever, wherever, the single most identifiable part about me has always been my personalit— no? Not my personality? Oh… My hair,” Blake wrote in a July 31 Instagram post. “I spent 7 years (I know. It toggles between impressive and wtf took so long) obsessively developing every detail of my newest baby, @blakebrownbeauty.”

The hair line’s name is a subtle nod to her late father, Ernie Lively, who changed his last name from Brown to Lively when he married Blake’s mom Elaine Lively. But the product itself? That’s all due to Blake’s iconic blonde locks. 

“It’s my longest companion in life,” Blake said of her hair. “For 36 years and counting. And like any relationship, it’s healthiest when you take good care of each other.”

Blake continued, “To love it well, I’ve found a system that has worked wonders for me, a hack of sorts through decades of working with the very best people in the industry, and silly amounts of trial and error.”

The Gossip Girl alum—who shares kids James, 9, Inez, 7, Betty, 4, and Olin, born in 2023, with husband Ryan Reynolds—decided to enter the beauty space when she saw a lack in inexpensive, high quality products on shelves.

“Why create a line if I had products that worked?” she asked herself. “Great question. I wanted something that was more affordable but had the same salon/red carpet performance… turns out highest quality is most expensive, who knew?? There’s a reason brands tend to have to make compromises, but we didn’t stop til we got there.”

The line, which will include two shampoo, three hair mask systems, a dry shampoo and a mousse. (Fun fact: Blake doesn’t use traditional conditioner.) Plus, it is also as bare bones as Blake could make it.

According to the 36-year-old, Blake Brown Beauty is sustainable, cruelty free as well as free of any sulfates, silicones, parabens, or synthetic dyes. And, it’s rustic, minimalist bottle design is, what Blake described as, “stunning.”

“I was uncompromising on achieving all of those things at once,” she continued. “Now I see why there was nothing out there that hit all my goals simultaneously. It was a beast to build. But I couldn’t be prouder of what we created for you.”