Actor Brooke Shields: I started my first business at age 59, and it's 'not for the meek of heart'

At age 59, Brooke Shields added a new title to her resume: CEO.

The longtime actor and model launched a haircare line called Commence, aimed at women over the age of 40, in June 2024 — and as a first-time startup founder and CEO, she was quickly humbled, she said on May 28 at The Wall Street Journal’s Future of Everything live event.

“It is so not for the meek of heart,” said Shields, now 60, adding: “Every step of the way you’re just going, ’I can’t believe I’ve done this.”

Shields recalled meeting with a venture capitalist in hopes that he’d invest in her startup, for example. He wasted no time telling her that she’d fail in the heavily saturated market of celebrity beauty brands, she said.

“I said, ‘You know what? I can stop you right there ... I’m not here for your opinion, I’m here for your money,’” said Shields. To her surprise, the gutsy move earned her some respect, she noted. And though he ultimately didn’t give her any money — the business was too small — Shields said she was proud of herself for speaking up.