One of beauty’s favourite frontmen, the Netflix star, has landed his own-brand of hair care products that puts efficacy and sustainability at the fore
Biotech beauty company Amyris and Queer Eye’s ‘grooming expert’ Jonathan Van Ness have joined forces to introduce a range of ‘clean’ hair care products.
JVN hair care by the award-winning author and podcaster comprises four affordably-priced skus join the beauty market.
The Nurture collection is for hair that needs extra moisture; Undamaged treats hair that is stressed and overtreated; Embody is for fine hair; and Complete is for hair that is ‘ready to style’.
The products are due to go on sale at JVNhair.com and Sephora on 31 August, and will be available in selected Sephora stores in the US from 17 September.
“I am so full of gratitude to be able to finally share a lifetime passion project, JVN, and to be teaming up with Amyris on the creation of these amazing products,” said the star of the hit Netflix TV series.
“I am exceptionally proud to say that JVN is truly for everyone – it is effective for all hair types, while still being sustainable for our gorgeous earth.”
The JVN formulas are said to be built around Amyris’ invented Hemisqualane, which penetrates the hair shaft, to provide nourishment that tames frizz and preserves colour.
Packs will primarily be made from recyclable materials, including aluminium and glass, and the brand has committed to become plastic-free by 2025.
"Hair care is the fastest growing category in beauty, and Jonathan's beauty and hair care expertise, combined with his passion for inclusivity and sustainability, makes him an ideal partner for a premier clean beauty brand like JVN," said John Melo, President and Chief Executive of Amyris.
“We believe everyone should have access to effective, clean and sustainable hair care products. This is the third new clean beauty consumer brand we're launching this month which further fuels continued growth momentum in the second half of this year.”
Quite the beauty frontman, Van Ness has previously worked on projects with Amyris’ Biossance as a brand ambassador for its The Clean Academy beauty educational platform, and was tapped by P&G-owned The Art of Shaving for a social media campaign in 2019, giving advice on shaving and hair care.