LeBron James’ Game-Ready Skincare Brand Is Surprisingly Affordable

LeBron James is already one of the most famous athletes in the world, but he’ll have even more eyes on him as the flag bearer for Team USA during the Olympics Opening Ceremony in Paris, France . As for how he’ll look his best, he’ll likely have help from his own brand, The Shop . Launched in April of this year, The Shop is his Walmart-exclusive men’s grooming and skincare brand. James’ billion-dollar net worth belies the fact that his grooming line is decidedly attainable. Every piece in the collection retails for $9.97, and it includes grooming essentials for skin, beard, and hair care.

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The grooming company is named after James’ Emmy-winning HBO and YouTube series of the same name. And while celebrity companies don’t always seem to relate to the celebrity, launching a grooming company seems like the logical next step for the barbershop-set chat show. The Shop was inspired by the free-flowing conversations that happen in barbershops, particularly in Black communities, and guests have included musicians, athletes, comedians, actors, and politicians ranging from Megan Rapinoe and Patrick Mahomes to Jay-Z and Barack Obama.

James will be carrying the flag for Team USA when the Olympics Opening Ceremony kicks off on Friday, July 26 , and while the NBA-stacked Team USA has historically dominated and remains a heavy favorite, they shouldn’t expect to walk away with it. The global competition has gotten increasingly fierce; South Sudan nearly pulled off a historic upset against Team USA in an exhibition game, before James drove a layup to clinch a 101-100 victory. To secure Olympic Gold, Team USA will be up against NBA champions like Serbia’s Nikola Jokic and Greece’s Giannis Antetokounmpo, dozens of other NBA athletes representing other countries, and probably a few more surprises courtesy of underdogs like South Sudan.

In the clip announcing the launch of his new grooming line, James reflected on the importance of looking your best in game-time moments, saying “I feel like when you look good, you play good.” He added, “I mean if I’m going to be on TV too, I gotta represent for my community and represent for my mom. I can’t be out there looking raggedy, as she would say.” The clip’s tagline was “Be The Face,” reflecting the fact that an athlete’s face represents more than just themselves every time they compete.

You can check out the entire line below, which consists of seven pieces all retailing for under $10. The collection is designed to work for all skin and hair types.

The Shop Face Wash Daily Exfoliating Cleanser for Men

The Shop’s face wash features natural exfoliants to gently strip away oil and dirt, but it’s designed to be gentle enough for daily use.

The Shop Face Lotion Daily Hydrator

The Shop’s daily lotion is designed to hydrate skin in a non-greasy formula. It works with all face types, and it has a eucalyptus scent inspired by the barbershop.

The Shop Shave Cream

The Shop’s Shave cream comes in a 7-ounce squeeze tube, and it’s designed to soothe skin before a shave to prevent irritation. The cooling formula and eucalyptus scent also help wake the skin up.

The Shop Aftershave Toner

The aftershave toner utilizes witch hazel, a naturally anti-inflammatory ingredient that helps soothe the skin after a shave. The formula’s gentle acids are designed to keep pores clear to prevent ingrown hairs.

The Shop 2-in-1 Shampoo & Conditioner

For guys who like to keep it simple, The Shop’s 2-in-1 shampoo and conditioner is designed to cleanse hair while keeping its natural moisture. Like the other products in the line, it features a eucalyptus scent.

The Shop Beard Cream Leave-in Conditioner

The Shop’s Beard Cream is a leave-in conditioner that features Vitamin E, Avocado, and Shea Butter to soften and condition beard hair.

The Shop Nourishing Hair Pomade

The Shop’s Pomade is designed to style thick, coarse hair, and the formula melts in the hands to more easily work into hair.