Priyanka Chopra Forays Into The Beauty Biz With ‘Anomaly’, A Haircare Line That’s Vegan, Sustainable, Gender Neutral And Affordable. Nice!
Priyanka Chopra, the actress, model and former Miss World is an internationally recognised global star. But that barely covers her professional feats. She is also a smart entrepreneur who has ventured into various different but equally successful businesses in the recent years. She has her own production house, launched a feminist dating app and has penned her memoire. Is there anything this girl can’t do? Well, if there was one thing left to check off from her bucket list, it was probably foraying into the beauty biz. Given that she has been a reigning beauty queen and a beauty icon to million girls and women, a beauty brand was long overdue.
She dropped her own haircare line called ‘Anomaly’ which is completely cruelty-free, vegan and free from harsh chemicals. All the products and their packaging are gender-neutral which is a welcome change in the gender-specific beauty circuit. It’s a haircare line to accommodate the needs of everyone’s hair, regardless of their gender, colour or race. Chopra said, “In the campaign that we do for Anomaly, it’s natural everyday beauty. 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.” Plus, Chopra’s brand is truly ethical and sustainable. The products are made from recycled plastic and can be reused again. The bottles are made from 100% plastic trash from oceans. This is so cool.
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The line includes shampoos, conditioners, dry shampoos and hair masks to cater to different needs of different hair textures and types. There is a hydrating shampoo, a clarifying shampoo and a gentle shampoo. The conditioner range includes a shine-boosting conditioner, smoothing conditioner and a volume-enhancing one. Apart from this, there is a dry shampoo and a deep conditioning hair treatment mask. All the products will hit the shelf on US retail chain, Target.
Now, you might think that a haircare line by an international star that is eco-friendly, vegan and cruelty-free is ought to be expensive as hell, but that’s not true for Anomaly. All the products are retailed at a single price of US$ 5.99 which equates to less than INR 500. She told WWD, “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 haircare, we’ve not really had environmentally sustainable sort of haircare which is clean and really good for you but also affordable for everyone.”
Priyanka said she wanted to launch a haircare line that’s good for people and planet alike. She said one shouldn’t have to choose between great hair and what’s good which is the case for most brands. All ethical and environmentally-conscious brands are either ridiculously expensive or don’t give the results we want. Priyanka claims that with Anomaly, you don’t have to make a Sophie’s choice as her brand checks all the boxes. It is Earth-conscious, vegan, affordable and most importantly, made for every type of hair and its needs. The line has launched in the US yesterday and we can’t wait for it drop in India to get our hands on it.