The products' formula ingredients include murumuru butter, nettle, watercress, white tea and wheat germ. Its fragrance, which was developed by International Flavors & Fragrances Inc., was inspired by the Irish countryside, where Brown has a home. The scent features notes of rose, fern, amber and cedarwood, as well as bluebell, Moss' favorite smell.

All James Brown London products, including 250-ml. tubes of shampoo, will retail for 5.99 pounds, or $12.16 at current exchange, with the exception of 150-ml. tubes of Intensive Mask, which will go for 7.99 pounds, or $16.22.

"For me it was a top priority that everyone could afford it," said Brown. "I don't believe the more expensive a product is the better it is."

Industry sources estimate the line, which will launch in Boots the Chemists stores in the U.K. and Ireland next month, will generate first-year retail sales in the region of 5 million pounds, or $10.2 million. International rollout plans are also in the works.

"We have aggressive growth plans," said Higham. Single- and double-page ads will support the brand, as well as a viral campaign on sites like YouTube. The brand is part of Moss' expanding portfolio of business interests, which include an apparel collection introduced with Topshop earlier this year and a fragrance created with Coty Beauty, a division of Coty Inc., which bowed this month.

She's not the only model to dabble in hairstyling. Erin O'Connor and Helena Christensen recently unveiled Model.Me, a 15-unit line of hair care and styling items, created with salon chain Toni & Guy.