When you have hair as gorgeous as Priyanka Chopra Jonas, it only makes sense that you would launch your very own hair line. The actress took to Instagram on Jan. 29 to break the exciting news, sharing that her hair care brand, Anomaly will be available exclusively at Target beginning Feb. 1.
“For the last 18 months, I have worked alongside my partners at Maesa towards the day when we could share our labour of love with the world, and I can’t believe that time has finally arrived,” Chopra wrote in the caption. “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.”
Together, Chopra Jonas and beauty brand creator and incubator, Maesa, created a collection of accessible yet sustainable hair products that are vegan, cruelty-free and produced entirely in the U.S. The range is made up of eight products including three shampoos, three conditioners, a dry shampoo and a hair mask — all priced under $6.
Unconventional Hair Care Created For Everyone
As a brand, Anomaly prides itself on including everyone which is why their products are all gender-neutral and thoughtfully curated to cater to specific hair needs (volume, shine, hydration, etc).
For Chopra Jonas, it was important for her brand to speak to so many different identities.
“In the campaign that we do for Anomaly, it’s natural everyday beauty,” the star told WWD. “ Not the blown-out, silky hair. It’s all kinds of hair, everyone’s hair. It’s every gender. It’s every color. It’s every kind. That is the idea of Anomaly, that all of us are anomalies.”
The line is so good that it has even gotten the seal of approval from the star’s hubby Nick Jonas, as revealed by PEOPLE.
Sustainable By Design
Not only is Anomaly good for your hair, but it’s also good for the environment. The brand’s products are formulated without harmful ingredients and come packaged in recyclable bottles made from post-consumer recycled materials.
Anomaly’s shampoo and conditioner uses 100 percent PCR materials while their mask uses 70 percent. The dry shampoo comes housed in a recyclable bottle made with recycled aluminum.
As a UNICEF Goodwill Ambassador, Chopra Jonas has been an outspoken supporter of environmental causes and it’s great to know that even with her own brand, she’s continuing to make sustainability a priority.
“I think it’s high time that beauty and fashion take responsibility,” she told WWD. “You know, take responsibility on how much waste there is being created in the earth….Beauty shouldn’t cost us the earth. As large as the beauty market is, that’s how large our responsibility should be.”