In the past couple of years, we've seen many celebrities jump on the beauty bandwagon. Think Selena Gomez for Rare Beauty, Kylie Jenner for Kylie Cosmetics, Millie Bobby Brown for Florence By Mills, and Rihanna for Fenty Skin & Beauty. Well, you get the drift. While most celebrities have ventured into the skincare and makeup space, our desi girl, Priyanka Jonas Chopra, has taken another route.
In January, the actress dropped her own haircare brand, Anomaly. The brand gets its name after Priyanka's belief that we're all created differently, and our hair reflects that philosophy. PeeCee found her niche in haircare when she realised there weren't many options for hair products available in the market. As compared to the skincare segment, there was hardly any vegan, sustainable, clean, or inexpensive haircare brands or products. Hence the birth of Anomaly.
Similar to the skincare trend 'skinminimalism', Priyanka Chopra Jonas also follows a 'less is more' approach to haircare. Her brand consists of a deep conditioning mask, dry shampoo, and various types of conditioners and shampoos. No complex haircare routines or fancy product textures - she's kept her products simple, effective, and affordable. (All the products are priced at $5.99 only which is approximately Rs 430 and are sold exclusively in Target.)
The best part about her haircare range is the packaging is made from recycled trash from oceans and landfills. The brand spent less on the packaging and focused more on the ingredients and creating superior formulas.
If you're a staunch believer in the concept of Clean Beauty, you will be thrilled to know that the haircare range is free from all the nasties like sulfates, parabens, silicones, mineral oil, SLS/SLES. Not to mention, the products are also gluten-free, vegan, and cruelty-free.
Just how Indian skincare brands started focusing on using natural ingredients in their products, Anomaly does that too. The haircare brand uses argan oil, quinoa, aloe vera, coconut oil, eucalyptus, charcoal, grapefruit, rosemary extracts, and more in their products.
Interestingly, the haircare range does not come with matching product sets. That's probably because PeeCee encourages her consumers to mix and match. She believes that every hair type is different, and every person should be given the choice to experiment with products for their particular hair type.
In a nutshell, Priyanka Jonas Chopra's brand's philosophy revolves around using less product with nourishing ingredients in eco-friendly bottles accompanied by affordable price tags.
Featured Image: Instagram