With His Grooming Line, The Shop, LeBron James Extends His Range

SINCE BEING DRAFTED by the Cleveland Cavaliers in 2003, LeBron James has become many things beyond the greatest basketball player of his generation (and possibly ever). 22 NBA seasons later and entering his 40s, he’s also produced movies, like the 2022 Netflix hit Hustle; acted alongside Bill Hader and the Looney Tunes alike; and become a part-owner of multiple sports franchises including The Red Sox, Penguins, and Liverpool FC. Not to mention, he’s graced the cover of Men’s Health (an honor that now runs in the family).

Exactly a year ago, the current Los Angeles Laker added launching a men’s grooming brand to that list of accomplishments with The Shop. Named after his barbershop-based talk show that premiered on HBO in 2018, James started The Shop with his childhood friend and entrepreneur Maverick Carter. James says that they grew up frequenting barbershops, and those trips left a lasting imprint on them.

“Once you stepped foot inside the shop, there was a certain vibe and an aura I can still feel to this day,” James tells Men’s Health. “You also had in there role models…talking about everything from food to sports, news, and music. Then you’d get a burnt CD and some products on the way out. I remember how cool it was to be a part of that.”

SHOP LEBRON JAMES’S GROOMING LINE

Together with co-creator Paul Rivera, they started the The Shop talk show with this inspiration. Each episode features James holding court with a panel of celebrity guests in a barbershop setting. Naturally, Rivera rounds out the trio of founders for The Shop grooming brand, as these products are a direct continuation of the chatter on that series.

“With The Shop, we built such a dope platform for conversations, culture, and community, but we knew there was something more that we could build on, and it took us all the way back to the beginning and what we loved most about going to the barbershop,” James says.

The result? A line-up of essential grooming products you’d find in any barbershop, including a face wash, shave cream, aftershave toner, face lotion, beard conditioner, two-in-one shampoo and conditioner, and pomade. But childhood barbershop visits weren’t the only inspiration behind the brand. James remembers early in his playing career, how little thought he’d given to skincare and grooming, and wishes for a dermal do-over.

“When I first came into the league, I used to always wipe my face on the inside of my jersey when I was playing,” he says. “Looking back, I can see the permanent shadow that was making on my face.” Now, he’s built a full skincare regimen that both protects his skin and helps him be the best version of himself.

Much of his early reluctance to skincare can be attributed to the demands of being a professional athlete. His job forced him to lock in on efficiency across the board. “I don’t have a lot of time. I’m in and out of cities, traveling from hotels and arenas to practice and home,” he says. “So when I do have time for grooming and self-care, it has to be super efficient.” That’s why The Shop’s seven-product line-up is so streamlined.

For skincare, there’s a simple, three-step process including the face wash, toner, and lotion. On the facial hair front, there’s shave cream for touch-ups or clean shaving and a conditioner for those who like to rock a beard. Hair care is similar, an effective two-in-one shampoo and conditioner, along with pomade for styling. Together, the seven products make up an easy-to-execute routine with everything you need.

LeBron’s pre-game ritual is the stuff of legends, led by his iconic powder toss ahead of tip-off. But the four-time MVP’s post-game routine is when he focuses on skincare and grooming. Now he starts by washing his face with The Shop Face Wash rather than a sweaty jersey. This exfoliating formula has coco-gluoside to scrape dirt from the skin and vitamin B5 to regulate sebum (aka oil) production.

It results in one of the most refreshing washes I’ve tested, leaving a nice, cooling sensation that’s as welcome after running up and down the court for two hours as it is from me staring at a computer screen all day (athletes come in many forms).

This is followed by The Shop Face Lotion, to lock in moisture and keep his skin hydrated for the post-game presser. James has been involved in countless all-time games, including one of the signature sports moments of the 21st century when he chased down and blocked Andre Iguodala’s shot in the final minutes of the 2016 NBA Finals to complete his team’s miracle 3-1 series comeback and win the title.

If there was one product that mimics the vibe and weight of that moment, James says it would be the Face Lotion. “There’s something about feeling good that carries over into everything else you do, and when my face is feeling clean and moisturized, I walk a little bit taller.”

Harkening back to its roots, The Shop’s three-step facial routine delivers a soothing experience. When the face wash and lotion are used in tandem, along with the brand’s comforting eucalyptus-scented toner in between, it leaves your face feeling refreshed and renewed in a way that evokes a quality barbershop shave.

SHOP LEBRON JAMES’S GROOMING LINE

As a four-time champion, the NBA’s all-time leading scorer, and someone who continues to defy the traditional career trajectory (and potentially the laws of physics), LeBron’s preparation is second to none. While his commitment to grooming would never be mistaken for the root cause of this longevity, he sees it as an extension of his health regimen. “Just like what you put into your body for food, how much sleep you get, and your recovery after physical performance,” he says. “Skincare has become part of what it means to me to live a healthy lifestyle.”

The Shop is more than skincare, however, offering haircare go-tos that are easy to use and even easier to incorporate into your routine. There’s the 2-in-1 Hair Wash, a rare shampoo and conditioner that clears gunk from strands and moisturizes the scalp. Add in the brand’s pomade, which styles hair while still inviting some natural movement for a laid-back yet elegant look, and you’ve got all the makings of a good hair day, every day.

While the pomade is malleable by design, James doesn’t need it for his trademark buzzcut. But his kids, including Lakers rookie and November/December 2024 Men’s Health cover star Bronny James, have had a field day with the stuff. “Bronny and Bryce can do so many different things with their hair, and I’m over here with one look. This is all I got,” he says. “But they can do some pretty cool things that I wish I could do, that’s for sure.”

James has won four NBA championships with three different teams, so he certainly knows how to adapt and roll out new looks, even if they’re usually on the court. As the Lakers look to round out one of his hands with a fifth ring this season, LeBron continues to look for an edge entering every game.

As the Lakers are currently down 3-1 and facing elimination in an intense first-round series with the Minnesota Timberwolves, he’s sticking to the grooming routine he’s developed. “As far as focusing on skincare, that didn’t really click in for me until the last few years,” he says. “It was just a lifestyle change I made as I’m always learning new ways to maintain my mind and my body, and make sure everything is feeling good.”

Sure, glowing skin and killer hair aren’t going to help him recreate The Block for its nine-year anniversary, or inspire a new league-defining moment. But the added confidence factor can’t be measured. If nothing else, The Shop’s streamlined catalog ensures that James’s grooming routine is one less thing to worry about during the playoffs. “I try to keep the same routine, whether I’m at home, on the road, or in the locker room,” he says. “I’m a creature of habit, so it’s super important to me that I maintain my routines as best I can, no matter the situation.”

James has taken everything he’s learned on his career-long skincare journey and packaged it into these seven products at the ready, whether you’re trying to post up at a bar or on Anthony Edwards. Best of all, they’re all only $10. “Just having that confidence in looking good and feeling good is what The Shop is all about, and the feeling we want others to have as well.”

The Shop Lineup

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