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The Blake-Taylor Beauty Catastrophe

Blake Lively’s haircare line was leveled by Baldonigate—and now, a bizarre legal contretemps involving Taylor Swift. Blake Brown has become “a non-conversation” at Target, according to a person familiar with its plunging sales. “It went from a $100 million brand to a $15 million brand.”

blake lively taylor swift
If Baldonigate hurt Lively’s haircare line, the most recent nonsense with Swift may all but end it. Photo: Robert Kamau/GC Images
Rachel Strugatz
May 21, 2025

Blake Brown, Blake Lively’s beauty brand, may have the worst timing ever. Lively’s first set of products hit Target last August, just as rumors surrounding her film It Ends With Us began fueling the tabloid drama that blossomed into Baldonigate, with Blake suing her co-star, Justin Baldoni, for creating a hostile workplace; Baldoni countersuing for $400 million; and both parties dragging each other’s reputations through the mud in colossal, career-ruining fashion—even by Hollywood standards.