Priyanka Chopra Jonas launches haircare brand Anomaly at Target

By

Isabelle Crossley

Published
Feb 1, 2021

On February 1, Priyanka Chopra Jonas launched a haircare brand named ‘Anomaly’ exclusively at U.S.-based retail chain Target, and in partnership with beauty brand creator and incubator, Maesa.

Priyanka Chopra Jonas’ new brand Anomaly launched with a range of products including hair masks, dry shampoos, shampoos, and conditioners available on Target’s e-commerce store, the celebrity and actor announced on Facebook. The line is placed in the value segment of the market and is designed to promote an acceptance of all forms of beauty.
 
“I saw a gap in the market for affordable, clean, and sustainable haircare, especially at an affordable price point, and so for the past year and a half I’ve poured my heart into bringing this brand to life,” Chopra Jonas wrote on her Facebook page.

“DYK you [sic] scalp is more porous than your face?! Which is why it is so important to know what we’re putting on our heads and also what’s washing down our drains.”
 
The haircare range is designed to be gender-neutral with a minimalist aesthetic and is produced in the U.S. Anomaly is also cruelty free, free of harmful chemicals, and its recycled packaging is made from 70% to 100% post-consumer recycled materials.