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Bollywood & Hollywood superstar Priyanka Chopra Jonas just launched vegan haircare line at Target stores across the U.S. that is not only free of parabens and sulfates but also comes in 100% recyclable packaging.
The newly launched haircare line, dubbed Anomaly, aims to provide consumers animal-free and toxin-free shampoos as well as conditioners contributing to the growing market of sustainable products in the U.S
The award-winning actress, who boasts over 60 million Instagram followers, spent 18 months working on launching the brand. Chopra Jonas collaborated with beauty brand creator and incubator Maesa to build an entirely cruelty-free and sustainably-packaged haircare brand. When asked why she chose to name the brand Anomaly, Chopra Jonas said that ‘an anomaly is something she has always strived to be, something that deviates from what is standard, normal, or expected & that’s the foundation of what she has set out to build with this haircare line as well’.
The gender-neutral range consists of four shampoos (clarifying, hydrating, gentle, and dry), three conditioners (volumizing, smoothing, and shine), and a deep conditioning treatment mask.
In an interview with ELLE US, Chopra Jonas said that it was essential for her haircare line to have sustainability at its core. “I decided I wanted to do a beauty line, but I didn’t know what it would be until I realised what the gap in the market was. You’ve seen a lot of skincare be sustainable, clean, vegan, cruelty-free, but you haven’t really seen that in hair care much. I wanted superior products, no parabens, and sulphates, but super clean.”
Anomaly eschews environmentally harmful ingredients like mineral oil or SLS. The products feature plant-based ingredients that offer a slew of benefits, for example the dry shampoo is created with rice starch and clarifying tea tree oil, while the deep conditioning treatment mask contains avocado and castor seed oil.
It is our mission to leave the world better than how we found it. Our bottles are made from 100% plastic trash diverted from landfills and ocean plastic and our cans are infinitely recyclable. We bring you quality hair care without compromise so that you can have beautiful hair without costing the earthPriyanka Chopra Jonas, Actress and founder of Anomaly
Packaged in 100% recyclable bottles and created using plastic trash collected from landfills and oceans, the eco hair products are priced at US$5.99 each.
Chopra Jonas made sure to highlight the brand’s mission and commitment towards the planet: “We spend less on packaging to spend more on superior, class-leading, and clean formulas to create your best hair days full of beautiful, shiny hair. It’s also our mission to leave the world better than how we found it. Our bottles are made from 100% plastic trash diverted from landfills and ocean plastic and our cans are infinitely recyclable. We bring you quality hair care without compromise so that you can have beautiful hair without costing the earth.”
Going forward, Chopra Jonas wants to expand Anomaly to countries outside of the U.S. by the end of 2021.
Other celebrities that have launched vegan product ranges in the market include singer-songwriter and actress Selena Gomez’s vegan makeup brand Rare Beauty, Catherine Zeta-Jones collection of limited edition vegan shoes, and Grammy award-winning singer-songwriter Alicia Keys collaboration with e.l.f. Cosmetics, that will see the launch of her vegan beauty line In 2021.
The global vegan beauty products market accounted for US$14.3 billion in sales in 2019 and is predicted to reach US$25.3 billion by 2029.
To keep up with their growing trend, mainstream retailers are also expanding their vegan-friendly offerings for instance the e-commerce giant NET-A-PORTER introduced a new vegan ‘pillar‘ on their website under their NET-SUSTAIN edit, where consumers can browse several certified vegan and animal-free brands.
Lead image courtesy of Anomaly’s Facebook.