Priyanka Chopra Jonas launches hair product brand, Anomaly – WWD

Priyanka Chopra Jonas is very busy – despite the pandemic.

“Exceptionally busy,” she said, in a video call from London. “It’s crazy.”

She usually lives a fast-paced life (alongside pop star husband Nick Jonas) as an actress and producer, balancing multiple projects at the same time, she explained. And although confined to her home, locked for six months last year, she continued to keep herself busy.

She worked on the development of TV shows, signed a first multimillion dollar contract with Amazon and wrote a memoir, “Unfinished”, which will be released on February 9th. When she managed to leave her home in October, she returned to the set of Lana Wachowski’s next film and talked about “The Matrix 4” with Keanu Reeves, then involved “Pictures for You” by Sony Pictures (“with Sam Heughan and Celine Dion – her debut as an actress, which is very emotional, “she said) And now, she can be seen on Netflix’s” The White Tiger “, the film adaptation of Aravind Adiga’s debut novel, and is preparing to film the Russian Brothers’ Amazon series, “Citadel,” which she stars alongside Richard Madden.

Throughout all of this, she managed to create her own beauty line, the hair care brand Anomaly, available exclusively at Target on February 1st.

“I just find it fascinating,” she said of the new venture. “I love the ability, as an entrepreneur, to find a gap in the market and try to fill it.”

Anomaly, in partnership with the creator and incubator of the beauty brand Maesa, offers accessibility and sustainable packaging, while investing in results-oriented formulas. Each item – shampoos, conditioners, hair mask and dry shampoo – costs $ 5.99. Gender neutral and produced entirely in the USA, Anomaly is labeled as cruelty free, free from harmful chemicals and packaged in recyclable bottles made with post-consumer recycled materials. The shampoo and conditioner bottles use 100% PCR content, while the mask container uses 70%. The dry shampoo bottle, made from recycled aluminum, is also recyclable. Industry sources share a projected sales growth of $ 20 million for the brand.

The beauty and personal care market is valued at about $ 500 billion globally, according to Statista, a market data and consumer company. In a report released in December, the company notes that hair care – which is expected to grow worldwide from $ 85.5 billion (as estimated in 2017) to $ 102 billion by 2024 – is more profitable in the U.S., with a annual domestic revenue of approximately $ 12,861.9 million in 2019. And although revenue growth slipped in 2020 due to the coronavirus pandemic, it is expected to reach $ 13,745.5 million in 2025. The market value of shampoo alone will grow from $ 3 billion in 2017 to $ 4 billion in 2022, reports Statista.

The beauty industry has been reshaped by the rise of e-commerce, buyable apps and social media marketing, and those with the most engaged followers, notably celebrities, have an advantage. The rise of celebrity-owned beauty brands has been a topic of conversation, as the beauty world continues to see a boom in celebrity brands entering the market across all categories. Well-known personalities in all areas of entertainment – music, cinema, television – have achieved significant success with their beauty brands, making the transition from endorsement agreements to seeking ownership of their intellectual property.

Welfare has also grown in popularity. The category, which incorporates “clean” and ecological beauty, is valued at $ 4.5 trillion worldwide, according to the Global Wellness Institute. The nonprofit released its 2021 wellness report this week, listing “Hollywood and the entertainment industries entering wellness” as a new upward trend. The organization notes that the adoption of the category by the mass market created “unprecedented reach and accessibility”.

“We will constantly push innovation to be able to reach a place where we are surprisingly sustainable, but at the same time have a superior product at a very affordable cost,” said Chopra Jonas, adding that the caps only cost 3 cents to produce. “We spend less on the bottle and more on the product. And it is better for the land than most. It is a step in the right direction and you can pay it. I think it’s the trifecta of that – that was the gap for me. “

“What we do is create, develop and scale meaningful brands exclusively for retailers, so we are constantly asking ourselves, expanding the boundaries: ‘How can we make better products, how can we make them different and how can we make them relevant,’” Said Megan Fay, Maesa’s vice president of marketing and product development in hair care. “When we talk about Priyanka, she is an anomaly in her own right. She is one of the first women to move from Bollywood to Hollywood. She is a UNICEF ambassador and is also a great businesswoman. Maesa really helped her bring the brand to life. “

For Chopra Jonas, the hair is also very personal.

“I have a very important relationship with my hair,” she said. “I remember when I was going to buy shampoo at 15, 16 years old, almost discovering my vanity as a teenager at that time, all the really amazing and good things cost a lot. I have always been aware of what I use and what I consume. I saw that, in hair care, we didn’t really have an environmentally sustainable type of hair care that was clean and really good for you, but also accessible for everyone ”.

As a UNICEF global Goodwill Ambassador, the topic of sustainability has been a fundamental and forward-looking human and environmental issue that she has discussed many times.

“I think it’s time for beauty and fashion to take responsibility,” she added. “You know, take responsibility for how much garbage is being created on the land … Beauty shouldn’t cost us the land. No matter how big the beauty market, this should be our responsibility. “

For those who don’t know, Chopra Jonas achieved fame in India, where he was born and raised. She was crowned Miss India and Miss World 2000 at the age of 18 and became one of Bollywood’s biggest stars. It was in 2015 that the United States really noticed her, when she starred in ABC’s thriller series, “Quantico”. She currently has 59.9 million followers on Instagram.

Object of the public eye since adolescence, how does it define beauty today?

“Beauty itself, they say, is in the eye of the beholder, so anything can be beautiful,” said Chopra Jonas, now 38. “Everything has its own way of being beautiful, and even so, I think that human beings do, too. And we have to find our own kind of beauty. “

It is a lesson she had to learn, she added: “I have low self-esteem. When I was growing up, I was very aware and aware of my appearance, my weight, my color, the fact that I had dry skin, my hair was super curly. I used to be superconscious about every part of everything about me. “

Over time, she developed a sense of self-confidence and self-confidence, she continued. “Beauty has become a very intimate experience now. For me, beauty is not about everyone else. Beauty for me is when I look in the mirror, how I feel … And when you feel beautiful, when you feel confident, this is what the world sees. It shouldn’t be how people look at you, it should be about how you look at yourself. And it took me a long time to understand, by the way. Now in my 30s, I can tell you that. At 20, that was not the case. “

With Anomaly, she is promoting universal acceptance of herself and beauty.

“In the campaign that we do for Anomaly, it is a natural beauty of everyday life,” she said. “Not shattered and silky hair. They are all types of hair, everyone’s hair. It’s all gender. It’s all colors. It’s all kind. That is Anomaly’s idea, that we are all anomalies. “