$1.2 billion mogul LeBron James expands his grooming brand with an exciting update

LeBron James who boasts a stunning $1.2 billion fortune (per Forbes), has built an impressive business portfolio beyond his basketball prowess. He’s a part-owner of the Boston Red Sox and Liverpool Football Club and the Los Angeles Lakers legend is far from slowing down the expansion of his business empire. Recently, the veteran NBA star gave a promising update on his men’s grooming brand, The Shop.

The brand started as a talk show featuring thought-provoking discussions with high-profile guests like Barack Obama, Jay-Z, Keke Palmer, Bad Bunny, and DJ Khaled and has now evolved into a full-fledged grooming brand. The Shop grooming line is a collaboration between LeBron James, Maverick Carter, and Paul Rivera. The grooming line initially launched exclusively at Walmart, but as of this week, it has expanded to CVS Pharmacy locations nationwide. “Ayyyy!! We’re all over #The Shop got you looking good and feeling good at CVS now,” James posted on his Instagram story.
Previously, speaking of the brand James’ business partner Rivera said, “We created The Shop out of a deep love and passion for the barbershop experience. Our show was designed to bring people inside the shop for the debates, the arguments, and the therapy you can only get at a true neighborhood spot. Now we want to give people another side to the experience,” (via GQ).
The inspiration for the product line came from candid moments off-camera. During breaks, guests exchanged grooming tips, asking each other about skincare routines and hair care products. James and his team recognized a gap in the market and decided to create an accessible, high-quality line of essentials tailored for men of all backgrounds.
The team made sure that The Shop products resonated with a diverse audience. “This group was a beautifully diverse representation of our company. There were white, black, brown, younger, older, interns, and even LeBron, our chairman,” Rivera explained. “During this discussion, we all spoke about our grooming journey and what we’d like to see and use in our self-care routines.”
The seven-product lineup was designed to cover all aspects of men’s grooming, including a face wash, 2-in-1 shampoo-body wash, post-shave toner, beard cream, shave cream, pomade, and face lotion. Each product is priced under $10 as The Shop aims to be both effective and affordable.
“The barbershop is where you go for empowering and authentic conversation. This line is rooted in that feeling of leaving The Shop looking good and feeling good,” Carter adds.
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Fans who are looking to use James’ The Shop product will now have easy access. As for the Lakers legend, he has been sidelined from the team following his left groin strain. So far, he has missed seven consecutive games.