Lexie Moreland/WWD via Getty Images
Blake Lively not only suffered a massive dent to her public perception due to the Justin Baldoni lawsuit, but it’s also impacting her bottom line, as well.
Recently unsealed court documents have revealed the brutal decline of Blake Brown Beauty, Blake Lively’s haircare line which is sold exclusively at Target and launched in 2024 alongside the release of It Ends With Us. While the brand was initially projected to generate $100 million in revenue, it has fallen well short of that goal.
Blake Lively’s hair care line and beverage brands have been struggling massively in the wake of her lawsuit against Justin Baldoni
According to the court filings, which were submitted on May 4 — the day she and Justin Baldoni reached a settlement in which neither side received any monetary reparations — Blake Brown Beauty has been suffering from “consumer complaints, high product returns, and a steep decline in sales” after its launch in 2024.
Lively’s lawyers argued that a “sudden and unexpected negative media campaign” conducted by Baldoni’s PR team depressed retail sales by anywhere from 56% to 78%, with some internal estimates putting the total decline as high as 90%.
Blake Brown isn’t the only business of her’s that’s struggling, as Lively’s beverage lines have also reportedly been hit hard amid the ongoing controversy.
Betty Buzz — Lively’s non-alcoholic sparkling mixer line — quietly shut down entirely in May 2025, with reports indicating it closed due to profitability issues. Similarly, Betty Booze — the alcoholic sister brand — is still technically active but is also struggling.
Lively’s settlement with Baldoni — which came after the judge had already dismissed 10 of Lively’s 13 claims in March — saw the actress not only fail to receive any money, but she also did not even get an apology from Baldoni in the official settlement.
While Lively’s movie career was far from prolific prior to the legal battle, she’s now attached to just two movies — The Survival List and The Husband’s Secret — although there is no indication that production on those films will begin anytime soon. Since It Ends With Us, she’s also appeared in just one film, 2025’s Another Simple Favor.