Blake Lively Takes on New Project Despite Ongoing Legal Dispute with Justin Baldoni

Despite being at the center of one of Hollywood’s most dramatic legal showdowns, Blake Lively is focusing on her latest beauty launch.

The 37-year-old actress and entrepreneur has just released three new hair and body mists as part of her successful haircare brand, Blake Brown, which first hit the market in July 2024.

Amidst the ongoing legal dispute with her “It Ends With Us” co-star and director Justin Baldoni, Blake Lively introduces the fragrant products into her brand’s lineup.

When Lively first launched Blake Brown, she told PEOPLE her goal was to create “clean formulas with incredible performance at a mass price point with a fragrance that I would spray on my body.”

Mission accomplished. The line became the biggest haircare launch in Target’s history, with fans clearing shelves and TikTok exploding with videos of Lively styling hair herself.

But the buzz took a sharp turn in December, when Blake Lively filed a bombshell lawsuit against Baldoni, accusing him of sexual harassment, “disturbing” on-set behavior, and orchestrating a retaliatory smear campaign.

Now, Blake Lively is shifting the spotlight back to Blake Brown, unveiling three new hair and body mists inspired directly by fan requests.

“This was a response to our community going, ‘Please make fragrance,'” she told PEOPLE. “I was like, ‘It’s there, it’s already in the product.’ They were like, ‘No, I want to be able to refresh after the gym or throughout the day.’ They were like, ‘No, I want to be able to refresh after the gym or throughout the day.'”

“People don’t bring their leave-in with them or their dry shampoo, so they just wanted to have that hair and body mist, which I understand,” she continued. “I mean, I’m the person that will just spray dry shampoo in the air and walk through it just because it smells so good. You’re probably not supposed to do that, but I just love the smell.”

Blake Lively says she took it to the next level by working with a top perfumer to create rich, layered scents that go far beyond the typical citrus or floral notes found in most hair products.

“I always, always, always layer my fragrance,” she said. “Every single day, when I put on perfume, I layer different fragrances so that even if it’s a familiar fragrance, it still has a twist on it. It’s like what they call umami in food.”

And in true Blake fashion, she made sure the bottles were as chic as the scents. “I wanted them to look like a retro perfume bottle… an elegance to them and sort of a glamour, but also be easy to throw in your bag,” she explained.

Despite juggling multiple ventures, including her beverage brands Betty Buzz and Betty Booze, as well as acting and family life, Blake Lively insists she’s deeply hands-on with every project she touches.

“It’s just about being really passionate,” she said. “I think you have to really love them. You have to be possessed by them. If you’re just putting your name on something, I guess that’s probably easy, but it wouldn’t feel good to me. That’s just not the person I am.”

She continued, “Maybe if I was a different star sign that that would work, but Virgos, we can’t. No, no, no. We love the details. We love the experience. So I think that the things that I’m involved in are things that I’m truly passionate about.”

Blake Lively, who once wore a bracelet that read “Do what you love, love what you do,” is clearly living by those words, even as legal tensions swirl around her.