Nothing costs more than $6 🙌
Priyanka Chopra Is Launching a Sustainable Hair-Care Brand at Target
The wave of celebrity beauty brands is nowhere near close to slowing down. Hot on the trails of Rare Beauty and Keys Soulcare, Priyanka Chopra is the latest celeb to announce a beauty line. Her hair-care brand, Anomaly, will launch at Target on February 1.
Anomaly is set to launch with shampoos, conditioners, a hair mask, and a dry shampoo, per WWD. While we don't have too many details on the actual formulas just yet, we do know they are all gender-neutral, produced entirely in the U.S., cruelty-free, and clean. Each item will also cost no more than $6.
Despite the low price point, Chopra is making sustainability a priority, as every bottle will be made with postconsumer recycled materials. “I think it’s high time that beauty and fashion take responsibility,” she told WWD. “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.”
Chopra also explained that hair is very personal to her. “I have a really important relationship with my hair,” she says. “I remember when I used to go to buy shampoo as a 15-, 16-year-old, just about discovering my teenage vanity at that point, all the really amazing, good stuff was so expensive. I’ve always been aware of what I use and what I consume. I saw that in hair care. We’ve not really had environmentally sustainable sort of hair care which is clean and really good for you but also affordable for everyone.”
“In the campaign that we do for Anomaly, it’s natural, everyday beauty,” she continued. “Not the blown-out, silky hair. It’s all kinds of hair, everyone’s hair. It’s every gender. It’s every color. It’s every kind. That is the idea of Anomaly, that all of us are anomalies.”
Bella Cacciatore is a beauty associate at Glamour. Follow her on Instagram @bellacacciatore_.
This story originally appeared on: Glamour - Author:Bella Cacciatore
