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LeBron James Debuts Men’s Grooming Line

In partnership with Parlux, LeBron James launches ‘The Shop’ Men’s grooming line.

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By: Rachel Klemovitch

Assistant Editor

Acclaimed Basketball player, LeBron James has partnered with Parlux Ltd to release an all-new men’s grooming line. The Shop will include shampoo and conditioner, face wash and shave and beard creams, aftershave-toner and styling pomade.
 
Owned by James and business partner Maverick Carter, The Shop is inspired by debates and conversations typically found in barbershops. 
 
The partnership started as an HBO talk show co-created by Randy Mims and Paul Rivera in 2018. The series often features James and Maverick and others sitting in a barber shop setting. The Show has since diversified into hosting live events and launching products.
 
For more than two decades “King James” has been at the forefront of professional basketball. His venture into men’s grooming has had multiple starts and stops over the past three decades, as he found it difficult to keep guys as loyal customers to one brand.
 
Parlux has licensed with multiple stars throughout the years, most recently partnering with artist Billie Eilish for her new fragrance. 
 
The Shop will be available in April, in 1,6000 Walmart stores as well as online. Products will be priced under $10 to make the range accessible to men of all ages. 
 

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