Since January 2025, Jenna Bush Hager has had a rotating roster of friends, family and celebrity guest stars sitting beside her as co-hosts on Jenna & Friends. From her husband, Henry Hager, making his long-awaited debut on the show, to star-studded segments featuring Scarlett Johansson, Henry Winkler and more.
A number of co-hosts have passion projects and businesses outside of the work that initially launched them into stardom. Brooke Shields founded a hair care company for women 40+, John Legend started a self-care brand that makes luxury products at an affordable price, among others.
In supporting her former co-hosts, Jenna Bush Hager decided to highlight brands founded, created and spearheaded by the stars she's had sitting alongside her all season long.
Jenna's Bookshop — October 2025
Kiss dry lips goodbye! This lip solution is crafted with squalane, a hero ingredient when it comes to hydration. It aims to "provide long-lasting moisture," according to the brand, which is most ideal for the upcoming winter months.
This bestselling product tends to sell out, so we recommend stocking up now and using code TODAY for an additional 20% off from Oct. 20 to Nov. 7.
Have a beauty lover on your list this year? This giftable set from ScarJo's brand features four of the highly sought out lip treatments that provide moisture, barrier protection and more, per the brand.
Commence, Brooke Shields' clean hair brand, is committed to providing women 40+ with products that target the needs of aging hair and scalps.
Simply shake this "small but mighty" powder shampoo, spray it onto areas such as the hairline and crown and then use your hands or a hairbrush to distribute it evenly and massage it throughout your scalp. TODAY readers can save an additional 20% with code TODAY now through Nov. 1.
Shields founded this company on the basis of providing effective hair care solutions for women as they age. This multitasking leave-in conditioner also acts as a heat protectant and helps hair remain frizz-free while giving it a smoother, shinier finish. Even better? It's 20% off when you use the code TODAY at checkout.
Did you know that former NBA star Dwyane Wade has his own wine brand? He partnered with the Pahlmeyer family to create beginner-friendly blends that wine connoisseurs at every level can enjoy.
Say cheers with the brands Chenin Blanc, a blend that offers "refreshing acidity and minerality with medium body," says the brand.
Dwyane Wade's inspiration for Wade Cellars was ignited by the cabernet sauvignon blends he spotted in Napa Valley during an initial visit to the area, sparking a need and desire to create one himself.
This "on the nose" blend is everything you'd expect out of a cabernet sauvignon: dark, fruity and floral notes working together to provide you with a dry-bodied wine.
Co-host Eva Longoria put Hager on to the goodness of Siete chips, which offer more than just a great-tasting appetizer, side or snack. They're vegan, gluten-free and paleo-friendly, making them a crowd pleasing option, especially with those who have dietary restrictions.
They're available in a variety of flavors including sea salt (seen above), nacho, jalapeño lime, maíz lime, taco seasoning, as well as different sizes and shapes like dip chips.
Founder Veronica Garza created Siete out of a desire for grain-free foods that both tasted good, and are good for you. The name Siete is inspired by the seven members of her family, who also inspired this mild salsa.
It's made using the same formula Garza's mom uses when making salsa: "minimal ingredients," yet a bold, irresistible flavor.
3Brand is a culmination of Russell Wilson's love for music, fashion and sports. Wilson and his wife, Ciara, hope to empower individuals to embody a "Why Not You" mindset.
This durable bag has enough space to house everything you need to make it to a post-work gym session, as well as an adjustable crossbody strap and a front pocket to store essentials.
This tee is emblazoned with a message that 3Brand hopes will fire up and inspire any youth — no matter if they're trying hard for a mile record in gym class or pushing themselves at basketball practice.
Hoodies are a staple in any wardrobe once the leaves start to change. This option from 3Brand includes the brand's logo, as well as a Nike logo very prominently on the front.
A portion of each purchase is donated to the Why Not You foundation, a nonprofit organization spearheaded by Wilson and Ciara to combat poverty.
More co-host brands to shop
When Ayesha Curry co-hosted in September, she walked Hager through recipes that make mealtimes and snacking easier during the school year, when soccer practices, parent-teacher conferences and more flood schedules.
TPH by Taraji was founded by co-host Taraji P. Henson, who was on a mission to "redefine" scalp and hair health through products that include nourishing ingredients that work double time to also cleanse and further protect your hair.
This clarifying shampoo includes a trifecta of ingredients: aloe vera, honey and willow bark extract to provide a soothing, refreshing feeling.
Co-host John Legend is also the founder of Loved01, a self care brand that prioritizes affordability and accessibility, without compromising on luxury offerings.
This hand care set takes the guesswork out of gifting, as it arrives on their doorstep in a gift box, and includes a sizable hand wash and lotion.
Driven by a want to prioritize her brain health, activist, author and entrepreneur Maria Shriver founded Mosh: a protein bar company. Mosh protein bars are packed with 13 grams of the buzzy ingredient, and are available in delicious flavors like peanut butter chocolate crunch, chocolate brownie, cookie dough and more.
Meet the expert
Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest in trends, remarkable sale events and all things shopping across a variety of categories. Products were independently chosen by members of the Shop TODAY team along with Jenna Bush Hager.
- Jenna Bush Hager is an author, journalist and the co-host of Today with Hoda & Jenna. She joined TODAY as both a correspondent and contributor in August 2009.
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How we chose
Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest in trends, remarkable sale events and all things shopping across a variety of categories. These items were independently chosen by members of the Shop TODAY team along with Jenna Bush Hager.
