Priyanka Chopra Jonas launches sustainable haircare line Anomaly: 'Beautiful hair shouldn’t cost the Earth'

The brand is vegan and cruelty-free, while the bottles are 100 per cent recycled

Priyanka Chopra Jonas's haircare range Anomaly hits US markets on Sunday, January 31. Instagram / priyankachopra
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As a beauty queen, model, actress, singer and film producer, it feels like there's little Priyanka Chopra Jonas can't do. And the multitalented star has just added another feather to her crown with the launch of Anomaly Haircare.

The White Tiger actress made the announcement about the launch over Instagram on Friday.

“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 towards the day when we could share our labour of love with the world, and I can’t believe that time has finally come,” she wrote.

Launching the brand taught her a lot about her hair, she said, which the actress has described as her crowning glory in the past. “I’ve tried a lot and learned a lot about haircare 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”.

Sustainable and affordable

There are many reasons to be excited about the new range; the formulas are vegan, clean and cruelty-free, with a long list of "no-no" ingredients such as parabens, mineral oils and phthalates.

Taking the sustainability promise one step further, the bottles are made from 100 per cent recycled plastic.

"We use recycled plastic in our bottles and tubes, as well as recyclable aluminium for our cans. Our Earth-conscious packaging means our bottles are designed to be as thin as possible. When 91 per cent of plastic in the world isn't recycled, we're doing our part in limiting the amount of new plastic that ends up in our landfills and oceans," the brand states on its website.

Even better, the sustainable range of shampoos and deep conditioning masks are available for $5.99 (Dh22) per bottle. It’s a move Chopra Jones has described as the “democratising of sustainable beauty” – because “beautiful hair shouldn’t cost us the Earth” and “should be accessible to all”.

The collection dropped on Sunday, January 31, exclusively with Target in the US. And, according to Chopra Jonas, it will be expanding to markets around the world later in the year.