American actress Jennifer Lawrence has launched her own beauty brand mes°, a biodesigned hair care brand comprising three “multitasking essentials”.
The celebrity hair care brand has been built in partnership with Jasmina Aganovic, founder and CEO of biology-first beauty company Arcaea.
Mes°'s messaging of “unbothered beauty” aims for consumers to “spend less time managing their hair and more time simply living in it”, read a company statement.
It is built on the belief that “beauty should fit into your life, not ask your life to fit around it”.
The brand’s biodesigned, multifunctional formulas have been created to extend hair beyond a single wash and style, with the idea first sparked by Lawrence’s own styling experiences on-set.
Why has Jennifer Lawrence launched hair care brand mes°?
Lawrence, best known for her roles in The Hunger Games franchise and movies Mother! and Passengers, first had the idea for mes° after seeing the time and effort that goes into achieving great hair for films and events, testing product after product.
The hours spent in the styling chair led the actress to question why better results had to require more – more work, more time and more products.
Meanwhile, co-founder Aganovic, is an MIT-trained Chemical and Biological Engineer, and the duo came together after Lawrence watched her Ted Talk, titled “Can Biotech Invent a Sustainable Future for the Beauty Industry?”
Hair care brand mes° has a core approach of ‘Creative Biodesign’
How does mes° hair care harness the power of biodesign?
Mes° was built using biodesign to understand how hair works, claiming to deliver high-performance multifunctional formulas that extend styles beyond a single day.
The brand states biology as its muse, employing emerging scientific insights, microbiome expertise and proprietary ingredient technologies to build out its multitasking product line.
The brand’s core approach is ‘Creative Biodesign’, combining Lawrence’s creative perspective and Arcaea’s biology-first approach to “rethink familiar beauty challenges”, using this combination as a starting point for product conception and design.
When formulating and creating products, mes° considered what causes hair challenges to happen and then turned to biology to find a solution.
Products in the range are rooted in mes°’s ‘In Situ° Design’ philosophy, which combines hair health and styling, scalp care and volume, and treatment and real-life wearability.
What products are in Jennifer Lawrence’s hair care brand mes°?
Mes° has launched with a core collection of three products
Mes° has launched with a core collection of three products: Multitask Repair Mask, Good Roots Volume Mist and Off-Duty Restyling Serum.
Multitask Repair Mask (RRP US$52) is an intensive, lipid-rich repair mask formulated to protect hair from lipid and protein loss during washing, while also claiming to reduce breakage, damage and split ends.
The brand claims it delivers a 32% reduction in wash-day protein loss, as well as six times less breakage and up to 158% more lipids within the hair’s protective barrier.
Good Roots Volume Mist (RRP $34) is a root-lifting spray that takes on oils that can cause hair to fall flat.
The mist claims to balance excess oil and create volumes through a combination of root-lifting styling agents with proprietary ARC-5 Technology and Mediterranean microalgae.
Clinical studies by the brand claim 2.5x more volume with a 75% reduction in scalp oiliness.
Off-Duty Restyling Serum (RRP $44) aims to restore shine, smooth frizz and reshape styles from the day before.
The bi-phase serum is rooted with a biodesigned styling phase to strengthen and restore shape, combined with a lightweight oil phase to smooth frizz and restore shine.
Mes° claims users saw 86% less frizz and 92% less tangling, with the product also providing heat protection up to 450°F.
Jennifer Lawrence’s mes° debuts exclusively on mesbeauty.com.
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