Priyanka Chopra Jonas's new haircare line is an anomaly in the world of celebrity beauty brands.
On Jan. 29, the actress announced she's launching a collection of shampoos, conditioners, a hair mask, and dry shampoo, all priced at an affordable $6. Anomaly arrives exclusively at Target on Feb. 1.
"I have a really important relationship with my hair," Chopra Jonas told WWD in an exclusive interview. "I remember when I used to go to buy shampoo as a 15, 16-year-old, just about discovering my teenage vanity at that point, all the really amazing, good stuff was so expensive. I've always been aware of what I use and what I consume. I saw that in haircare, we've not really had environmentally sustainable sort of haircare which is clean and really good for you but also affordable for everyone."
Chopra Jonas teamed up with beauty brand creator and incubator Maesa, to create the line. All of Anomaly's products are gender-neutral, produced entirely in the U.S. , cruelty-free, and made without controversial chemicals.
On top of creating that speaks to every gender identity and uses gentle ingredients, the brand is also prioritizing sustainability. The products are packaged in recyclable bottles made with post consumer recycled plastic. Anomaly's shampoo and conditioner bottle uses 100% PCR materials, while the mask uses 70%. The dry shampoo comes in a recyclable aluminum bottle.
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"In the campaign that we do for Anomaly, it's natural everyday beauty," Chopra Jonas said. "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."
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