It’s been a busy few weeks for Blake Lively, who has been promoting her new movie, It Ends With Us, in looks that can only be described as elaborate and effortlessly troll-ish. This is performance art at its finest, and Lively is a master at her craft, from the gaudy sequin flowers to that sparkly floral Versace gown Britney Spears wore more than 20 years ago. (Lively’s character in the movie, Lily, owns a flower shop called Lily Blooms.) And then­­, in the midst of a press tour and rumors of a maybe feud with co-star and director Justin Baldoni, she decided to release a beauty brand.

Blake Brown, a line of affordable haircare products in questionable metallic, honeycomb-shaped packaging, debuted at Target on July 31. The branding, logo, etcetera, isn’t great, but the consensus is that Lively did a lot of other things right. She’s known for her hair—and made her own look ostensibly accessible with some shampoo and hair masks that mostly cost less than $20. The reality is that this venture will probably do quite well. “She knows what her girl wants to see and it’s not conventionally chic,” an investor in one of the biggest celebrity brands said of Lively.