Gwyneth Paltrow Promotes Blake Brown Haircare in a Show of Support for Blake Lively
Dimitrios Kambouris/FilmMagic
Gwyneth Paltrow is standing in solidarity with Blake Lively as she promotes her haircare brand, Blake Brown.
In the wake of Lively’s allegations of sexual harassment against her It Ends With Us costar and director Justin Baldoni, she has garnered public support from several notable figures, including Paltrow, 52. Lively alleges that Baldoni engaged in unwanted kissing during filming and attempted to harm her reputation. Baldoni has categorically rejected these accusations, labeling them as “completely false, outrageous, and intentionally salacious.”
Paltrow publicly expressed her backing for Lively, 37, on the same day the complaint became public. In an Instagram Story, she showcased Lively’s Blake Brown haircare line on her Christmas wish list, adding a queen emoji to her post.
Per legal documents obtained by Us Weekly, the effects of Baldoni’s smear campaign against Lively’s career were “immediate and substantial.” This notably includes the impact on Blake Brown, which premiered around the same time as the theatrical release of It Ends With Us this summer.
Due to negative comments circulating on social media, Lively reported feeling unable to “proceed with public appearances or events without being compelled to openly discuss what transpired on set.”
One instance included her canceling a “critical” corporate event for Target, representing her haircare brand, from which she withdrew her scheduled appearance.
The lawsuit further contends that the retaliatory actions against Lively caused harm to her businesses, including the launch of Blake Brown, which she had dedicated seven years to establishing.
“The long-planned launch of her haircare line, Blake Brown — a date which was set more than a year prior to the chosen date for the film’s release — was caught in the crossfire of the negative atmosphere surrounding [Lively],” the documents state.
Before the onset of the “social manipulation” campaign, the Gossip Girl actress was informed that Blake Brown marked Target’s most significant haircare launch to date. Internal sales projections suggested that the “sudden and unexpected negative media campaign” adversely impacted retail sales by an astonishing “56%–78%.”
Additionally, the brand’s Instagram account was reportedly besieged by “harassing and derogatory comments, many of which were from user accounts with no followers and no previous posts,” indicating potential inauthenticity, as per court documents.
