*LeBron James announced the launch of his new hair and skincare products. The collection, The Shop, is inspired by the NBA star’s award-winning TV talk show of the same name.
The seven-set collection was created in partnership with James’ longtime business partner Maverick Carter, PEOPLE reports.
“There was no aha moment, there was more of a feeling,” Carter told PEOPLE about creating the barbershop-inspired brand.
The products are crafted to suit all men, and includes: Exfoliating Face Wash, Hydrating Face Lotion, Soothing Shave Cream, Aftershave Toner, Conditioning Beard Cream, 2-in-1 Moisturizing Hair Wash and Hair Styling Pomade, per PEOPLE.
The collection is available exclusively at Walmart.
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James’ “The Shop” TV series debuted on HBO in August 2018. It is filmed within a barbershop ambiance and is airing its seventh season.
“Through filming The Shop and through some of those conversations, we started realizing there may be an opportunity,” Paul Rivera, co-creator of “The Shop” series, told PEOPLE. “And to Maverick’s point, it just felt very authentically connected to the brand, The Shop experience.”
Rivera noted that James “was very clear on what he’d like to see in a product.”
“I can remember like it was yesterday, going into the first barbershop I’ve ever been to,” James said in an exclusive video clip shared with PEOPLE. “Going into the shop, there’s a certain aura,” he continued. “That’s what heaven is all about. You just feel… untouchable.”
“We want to deliver that feeling through the products,” Carter told PEOPLE at the launch event for the collection.
Carter said the goal of the new product line is to make men “feel comfortable and confident.”
In conjunction with the launch of The Shop Men’s Grooming Line, James takes center stage in the “Be The Face” campaign, which aims to empower men through grooming routines.
“Men, we don’t want too much,” James said in the “Be the Face” video clip. “We want to be fast, quick and efficient. Get to watching our football games, getting to eat and getting to sleep.”
Each product in The Shop collection is under $10.
“We wanted to make sure we didn’t exclude our community,” Rivera told PEOPLE. “We’re incredibly happy with where we landed, not only from a price point standpoint but from the quality of product that we were able to provide at that price point.”
He added, “At our core, it is for that barbershop community.”
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