"Our formulas are vegan and clean"
Priyanka Chopra has launched her own brand, a new haircare line.
The Bollywood star has now taken up entrepreneurial duties with Anomaly, an entirely vegan brand which is said to be eco-friendly and affordable.
Priyanka announced the news on January 29, 2021, on her Instagram.
Sharing the news, Priyanka wrote:
“This is ANOMALY. What a surreal moment to introduce you to the first brand I have ever created!!!
“For the last 18 months I have worked alongside my partners at Maesa toward the day when we could share our labour of love with the world, and I can’t believe that time has finally arrived.
“I’ve tried a lot and learned a lot about hair care over the years… what gave me great hair days, what didn’t, and everything in between… and I have infused that into a collection of products that gives your hair the TLC it deserves.
“Our formulas are vegan and clean, with high-performance ingredients, and our bottles are made from 100% plastic trash from our oceans and landfills.”
The actress went on to say that it is vegan and eco-friendly. She added that she has made the brand affordable so it is accessible to a larger audience.
“Oh, and btw, it’s $5.99! We are democratising sustainable beauty because access to it should not cost us the Earth and should be available to all.”
Priyanka’s haircare products will be available exclusively in the United States at Target from January 31, 2021.
It is reported that the brand will make its way to India and other countries eventually.
One of her fans asked why she named the brand Anomaly, to which Priyanka Chopra replied:
“An anomaly is something I’ve always strived to be, something that deviates from what is standard, normal, or expected and that’s the foundation of what we set out to build with this haircare line as well!”
On what her favourite product is, Priyanka said:
“Honestly, it’s so hard to choose because I genuinely love them all – they are my babies!!”
“My favourite today, however, was the dry shampoo which we formulated with absorbent rice starch and clarifying tea tree oil.
“I used it first thing to give my hair a quick refresh and my hair has smelt AMAZING all day.”
Her husband, Nick Jonas, congratulated his wife on the new venture, writing:
“Congratulations on this incredible new venture, Priyanka Chopra.”