Actor Priyanka Chopra Jonas has announced the launch of her personal haircare line known as Anomaly. The products will be available in the US through Target, and the brand will spread its wings in other markets later this year.
Priyanka took to the social media to make the announcement. She wrote, “This is ANOMALY. What a surreal moment to introduce you to the first brand I have ever created!!! For the last 18 months I have worked alongside my partners at Maesa toward the day when we could share our labour of love with the world, and I can’t believe that time has finally arrived. I’ve tried a lot and learned a lot about haircare over the years…what gave me great hair days, what didn’t, and everything in between…and I have infused that into a collection of products that gives your hair the TLC it deserves.”
As per the actor, the formulas used in making the products are vegan and clean, and their bottles are made from a 100% plastic trash from our oceans and landfills.
She also mentioned, “Oh, and btw, it’s $5.99! We are democratizing sustainable beauty, because access to it should not cost us the Earth and should be available to all.”
Taking cue from the customer demand for clean, sustainable, vegan and cruelty-free personal care, several brands have entered this space to cater to this conscious set of customers. Several celebrities, especially in Hollywood, have launched their personal care and health brands with a focus on sustainability and animal welfare.