LeBron James Launches “The Shop” Me𝚗’s Grooming Brand in Partnership with Maverick Carter. LeBron James, the 39-year-old NBA All-Star, has ventured into the realm of personal grooming with the launch of his new me𝚗’s grooming brand, “The Shop.” The seven-piece line of hair and skincare products takes its nаme from James’ Emmy-winning television chat show of the same nаme.

Maverick Carter, a longtime friend and business partner of James, spoke exclusively to PEOPLE at the New York City launch event, expressing how their company naturally came into existence. Inspired by the ethos of The Shop chat show, Carter explained that the brand aims to bring communities together and empower them through conversations.

The Shop chat show, co-created by Paul Rivera and Randy Mims, has been on HBO since August 2018 and is currently in its seventh season. Filmed in a barbershop setting, the show features James and Carter inviting guests like Tom Brady, Drake, Quinta Brunson, and David Beckham for engaging roundtable discussions.

While James was absent from the New York City launch ceremony due to his basketball commitments, Rivera assured that James had been involved in every step of the product’s development. Rivera mentioned that James provided suggestions and criticisms, reflecting his clear vision for the products.

Carter, who is also the CEO of James’ multimedia SpringHill Company, praised James’ dedication and commitment, stating that it continues to astonish him. As James’ NBA career eventually winds down, Carter believes there will be more for fans to learn about him as he enters the next chapters of his life and career.

The Shop me𝚗’s grooming brand offers high-performance solutions for hair, skin, and beards, addressing specific grooming concerns. The products are vegan, cruеlty-free, and formulated with multi-beneficial, skin-loving ingredients. The line includes a soothing shave cream, aftershave toner, conditioning beard cream, 2-in-1 moisturizing hair wash, hair styling pomade, and exfoliating face wash.

Accompanying the launch of The Shop Me𝚗’s Grooming Line is the creative campaign “Be The Face,” featuring James, Carter, and Rivera. The campaign aims to provide me𝚗 with the tools they need to feel confident and intentional, drawing inspiration from the atmosphere of barbershops.

The products will be available exclusively at Walmart starting April 1st, with a focus on affordability to ensure inclusivity. The team behind The Shop is proud of the quality they have achieved at an accessible price point, catering to the barbershop community that lies at the core of their brand.