LeBron James, the leading scorer in National Basketball Association (NBA) history, teamed up with Parlux Ltd to launch a men's grooming line. The Shop lineup will include face wash, shave and beard creams, and shampoo and conditioner. No word on price points for The Shop, but the company said prices will be “accessible.”

The Shop debuts in April in 1,600 Walmart stores and will be available online, too.

The Shop is a multimedia brand owned by James and business partner Maverick Carter. Their partnership began as an HBO talk show in 2018. The Shop  inspired by the conversations and debates which typically occur in barbershops. It has since diversified into hosting live events and launching products.

“King James” has ruled professional basketball for more than two decades. But he may find it difficult to takeover the men's grooming category. The segment has had plenty of starts and stops for the past three decades, but getting guys to stay loyal to one brand has been a losing effort.

Parlux knows plenty about licensing with the stars. Ranked No. 48 in The Top 50, the New York-based beauty company has worked with a diverse group of celebrities including Billie Eilish and Paris Hilton. 

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