Content Advisory: This article discusses customer health complaints, alleged hair loss, legal filings, business fallout, and ongoing litigation. Reader discretion is advised.
Blake Lively’s beauty business is facing a rough new wave of scrutiny.
The actress’ Blake Brown Beauty haircare line is now being pulled into the fallout surrounding the legal fight tied to ‘It Ends With Us’ and Justin Baldoni’s Wayfarer parties. Newly surfaced federal court exhibits appear to show alleged customer complaints, return concerns, and internal tracking tied to the brand’s products.
The line was once projected to become a major beauty win. Now, insiders are reportedly questioning whether the launch started cracking behind the scenes much earlier than the public knew.
Blake Brown Beauty Faces Customer Complaint Claims
Several federal exhibits reportedly include internal complaint logs, customer review summaries, and company communications related to Blake Brown Beauty products sold through Target.
One exhibit claimed that more than 42 percent of comments tied to the Nourishing Shampoo mentioned “dryness, brittleness, and damage to hair.” Other filings reportedly tracked complaints about hair fallout, frizz, greasy texture, scalp irritation, and products that some customers said left their hair feeling like “straw.”
Some customers praised the scent of the products but criticized how their hair felt afterward. One consumer allegedly claimed they experienced “massive hair loss” after using the line. Another wrote that the products “dried my hair out so bad.”
The filings also reportedly referenced nearly a thousand complaints involving shedding and tangled hair. Some consumers also criticized the packaging, calling it difficult to use.
Return Rates Reportedly Raised Internal Concern
The exhibits also appear to show broader business concerns.
One communication discussing Target sales performance reportedly stated that product returns were “remaining somewhat high.” The company was also allegedly monitoring whether return rates were “getting worse.”
That detail matters because Blake Brown Beauty had major expectations behind it. Target reportedly projected the brand could become a nine-figure business in its first year after a major rollout connected to the publicity around ‘It Ends With Us’.
Instead, the launch became tangled in Lively’s public and legal battle with Baldoni. Lawsuits, countersuits, and months of negative headlines turned the beauty rollout into something much messier.
Business Partners Reportedly Want Distance
The latest filings are now fueling questions about whether some business insiders want out as the controversy grows.
Earlier reports claimed some consumers criticized or returned Blake Brown Beauty products as backlash over the ‘It Ends With Us’ dispute intensified online. The new exhibits appear to add a deeper business layer, suggesting the company was allegedly tracking complaints, reviews, and return issues internally while Lively’s public image came under pressure.
The filings are labeled confidential exhibits in the ongoing federal court fight.
For Lively, the timing is ugly. What was supposed to be a high-gloss beauty expansion is now facing questions over product performance, customer reaction, and whether the brand’s strongest partners still want to stay attached.
A celebrity beauty line can survive criticism. A beauty line built around haircare has a harder time brushing off hair-loss claims.
