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Priyanka Chopra Jonas launches hair care line

Another celebrity has entered the beauty business.

Priyanka Chopra Jonas, actress, producer and wife of singer Nick Jonas, has created Anomaly, a hair care line now available exclusively at Target.

She told WWD that as an entrepreneur she loves finding a gap in the market and trying to fill it. The brand includes shampoos, conditioners, a hair mask and dry shampoo, all at $5.99 each. What’s more, it’s produced in the U.S., is cruelty free, no harmful chemicals and packaged in recycled bottles. She has described the line as everyday hair care that gives the best feeling.

She has repeatedly said that as a teenager with long hair she wanted amazing shampoos but they were all too expensive. Anomaly is budget priced because so little was spent on packaging.

Anomaly gentle shampoo, $5.99, now available at Target.
Anomaly gentle shampoo, $5.99, now available at Target.


“We are going to constantly push innovation to be able to reach a place where we’re amazingly sustainable, but at the same time have superior product for a very affordable cost,” she said in the WWD story, adding that the bottle caps cost just 3 cents to produce. “We’ve spent less on the bottle and spent so much more on the product. And it’s better for the earth than most. It’s a step in the right direction, and you can afford it. I think it’s the trifecta of that — that was the gap for me.”

She said it’s time for beauty and fashion to take responsibility. “You know, take responsibility on how much waste there is being created in the earth.… Beauty shouldn’t cost us the earth. As large as the beauty market is, that’s how large our responsibility should be.”

Anomaly is a partnership with beauty brand creator and incubator Maesa.

Related Photos
Priyanka Chopra Jonas

Priyanka Chopra Jonas

<figure><img src="//cdn2.newsok.biz/cache/r960-925aedc5d445747247ad1bddfde63dc4.jpg" alt="Photo - Priyanka Chopra Jonas" title="Priyanka Chopra Jonas"><figcaption>Priyanka Chopra Jonas</figcaption></figure><figure><img src="//cdn2.newsok.biz/cache/r960-40ddc95f0813380134a0acd768bc95af.jpg" alt="Photo - Priyanka Chopra Jonas has created a new hair care line called Anomaly and now available at Target." title="Priyanka Chopra Jonas has created a new hair care line called Anomaly and now available at Target."><figcaption>Priyanka Chopra Jonas has created a new hair care line called Anomaly and now available at Target.</figcaption></figure><figure><img src="//cdn2.newsok.biz/cache/r960-e8455eba62a4e811e46954c3f29b0b48.jpg" alt="Photo - Anomaly gentle shampoo, $5.99, now available at Target." title="Anomaly gentle shampoo, $5.99, now available at Target."><figcaption>Anomaly gentle shampoo, $5.99, now available at Target.</figcaption></figure>
Linda Miller

Linda Miller always has loved makeup and fashion, especially shoes and handbags. She admits to owning more lipsticks and glosses than many makeup artists, but she's not giving up a single tube. When she got the opportunity to move from... Read more ›

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