In what is shaping up to be the year of celebrity beauty brands, actor and producer Priyanka Chopra Jonas today launched her own haircare collection, Anomaly. Cruelty-free, vegan and gender-neutral, the four-piece range includes shampoo, conditioner, treatment mask and a dry shampoo.
Priyanka says that offering a high quality product that was also accessible was important to her. “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,” she tells WWD. This affordable angle led to actress to signing an exclusive one-year deal with the US chain store Target, and setting the price point for each product at just US $5.99.
As a global Unicef Goodwill Ambassador, Priyanka says that she also wanted to focus on sustainable product packaging. “I’ve always been aware of what I use and what I consume. I saw that in hair care, we’ve not really had environmentally sustainable sort of hair care which is clean and really good for you but also affordable for everyone.” The US-made range has a strong focus on eco-conscious packaging with bottle made from 100 percent recycled plastic.
The Bollywood to Hollywood actress has had quite the productive year, besides enjoying quarantining with musician husband Nick Jonas and developing Anomaly. On set, she filmed the highly anticipated The Matrix 4, starred in the new Netflix adaption of bestselling novel The White Tiger, plus wrapped Text For You alongside Celine Dion in the iconic singer’s first acting role. Oh, and wrote a memoir, Unfinished, which will hit bookshelves on February 9.