With every other post on our Instagram feeds seemingly promoting yet another celebrity beauty line, you'd be forgiven (momentarily) for being a little cynical upon hearing the news that Priyanka Chopra Jonas has launched her own haircare range. But, this is an A-list product line with a difference. Promise.
Named Anomaly after Chopra Jonas' belief that we are all uniquely different individuals and our hair reflects that, the actress' first foray into the beauty industry is far more than just a money-making side hustle. '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,' the actress told ELLE US. '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.'
Taking last year's move towards 'skinimalism' and applying its 'less is more' ethos to your hair routine, Anomaly consists of a deep conditioning mask, dry shampoo, and three different types of shampoo and conditioner. And that's it. No bells, no whistles, no novelty gloss/foam/serum or 12 step routines.
Added to that, the range is eco and budget-conscious. All of the product's packaging is made from 100 percent recycled rubbish sourced from landfills and oceans. Less money spent on swanky (and unnecessary) packaging means a lower price point and a more affordable and accessible hair product.
'When I was a teenager, I had really long fake hair and I wanted to get amazing shampoos for myself and all of them were way too expensive,' Chopra Jonas told ELLE US.
'[Anomaly] is like six bucks for each product, because we spent so little on our packaging. It's all recycled trash, so you can take the bottle and recycle it again. Everyone should have access to great hair and it shouldn't cost us the earth.'
From the Dry Shampoo infused with rice starch and clarifying tea tree oil, to the Deep Conditioning Treatment Mask formulated with avocado and castor seed oil, the entire Anomaly range is 100 percent vegan, not tested on animals, and avoids the use of environmentally harmful ingredients like mineral oil.
In short? The star's first dip into beauty has considered the quality of your hair and the planet.
Currently, the range is only available in the US but fingers crossed Anomaly will be making its way (sustainably) to the UK soon.
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