How will Priyanka Chopra’s hair care brand Anomaly make its mark in the celebrity beauty arena?

By Becky Bargh | Published: 9-Feb-2021

Marketed as ‘clean’, the global icon’s sustainably-focused beauty line is expected to put Chopra’s stamp on the industry

Indian actress and film producer Priyanka Chopra Jonas has joined the barrage of celebrities with their own-brand beauty line.

Marketed as ‘clean’, her surprise hair care launch, Anomaly, is said to be focused on performance-driven formulas that are affordably priced.

The collection comprises three shampoos, Clarifying, Hydrating and Gentle, three conditioners, Smoothing, Shine and Volume, a dry shampoo and conditioning treatment mask.

Chopra Jonas has also put a sustainability stamp on her brand by making all of the skus packaging with plastic from landfill and the ocean.

The products can also be recycled after using.

“You shouldn’t have to choose between what works and what’s good for you or for the planet,” said the British Fashion Council ambassador.

“To me, it’s more than just hair. It’s a part of our identities, a way to express ourselves, channel our emotions and influence the world’s perception of us.”

Despite a launch date scheduled for 1 February, the activist only lifted the lid on her beauty brand days before its release.

She shared the announcement with her 60 million followers on Instagram, saying she was “proud” to be part of the beauty industry.

Anomaly’s products are available exclusively at Target and for US$5.99.

Recent celebrity launches have indicated eco-friendly is a priority for A-listers in the beauty arena.

Rihanna’s Fenty Skin launches with a refillable scheme for its Overnight Recovery Gel-Cream and Hydra Vizor Moisturizer.

The products in Pharrell Williams’ Humanrace line are housed in 50% post-consumer recycled plastic and to reduce plastic waste are available in refills.

Meanwhile, the skus in Lauren Conrad’s beauty collection, which hit shelves in October 2020, are made from recyclable materials including sugarcane bioresin, while all the packaging is compostable and the ink is said to be sustainable.

The TV personality also committed to partnering with manufacturers and suppliers that use less energy and water.

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