Blake Lively, who stars as Lily Bloom in the new romance drama It Ends With Us, is facing scrutiny for allegedly using her role to promote her hair care business. The film’s release has led fans and media to question whether Lively is leveraging the project to build her brand.
In a recent article, New York Times journalist Esther Zuckerman suggested that Lively’s hair in the film is more than a character trait; it may also be a marketing tool. Zuckerman pointed out that Lively’s changing hairstyles—buoyant curls on a first date, artfully messy hair during business scenes, and drooping locks reflecting emotional turmoil—could be intentional moves to draw attention to her hair care brand.
Lively recently launched a hair care line called Blake Brown, featuring products designed for voluminous, healthy hair, including shampoos, masks, and styling solutions. Following the film’s premiere, some fans criticized Lively for promoting her business during the red carpet event, arguing that she should focus on raising awareness about domestic violence, a theme central to the film.
Critics noted that Lively’s Instagram bio links directly to her hair care line, while her co-star Justin Baldoni’s profile promotes a non-profit organization supporting domestic violence victims. Online discussions have seen reactions such as, “It’s a movie about domestic violence, and Blake is using it to promote hair care products. This is distasteful,” and “It’s tacky to use such a serious topic to advertise products.”
Fans and critics alike are debating whether Lively’s promotional efforts are appropriate given the film’s sensitive subject matter.
