I wanted to show that if you have a great foundation with your natural hair, you can build on that and do whatever you want with your. "This is a natural hair-care brand for everyday people. "I know when I do advertising for beauty products, it's after I sit in a chair for two hours to get my hair to look that silky and gorgeous, and I wanted to break that myth," she says. With that in mind, all of Anomaly's marketing materials feature women-including Chopra Jonas herself-with their natural hair. "The experience of hair wash day and the confidence you feel on a good hair day versus a bad hair day is a really big part of the brand because it’s really important to have that intimate connection with what your natural hair feels like when it's the best version of what it can be." "My intimate relationship isn't with the hair that's done by experts when I'm sitting in the hair and makeup chair, but rather with my real-life hair when I've washed it and air dried it and am sitting at home," she says. "The spirit of that is definitely within the inspiration of these products and the vegan ingredients we use."Īs someone who has what she calls an "intimate relationship" with her hair, it was important to Chopra Jonas that her line provides everyone with the tools they need to develop that sort of relationship to their own hair. "Indian hair care has a lot of Ayurveda, which uses a lot of plant-based elements," she says. The formulations are powered by natural ingredients like rosemary, eucalyptus, and charcoal, which draw on Chopra Jonas's Indian heritage. It's made from sustainable packaging, natural, clean ingredients, and includes three shampoos (gentle, clarifying, and hydrating), three conditioners (shine, smoothing, and volumizing), a hair mask, and a dry shampoo.
"When I decided to get into beauty, I wanted to find the gap in the market, and to me, this gap was this trifecta of having an affordable beauty line with the type of superior formulas that you can usually only find in the double digits that is also environmentally conscious."Īnomaly, which launched earlier this month at Target, offers a range of products that hit on all three of these elements and retail for only $6.
#ANOMALY SHAMPOO REVIEW SKIN#
We’ve suddenly made strides in skin care with affordable, clean products, but in hair care, those products are still so expensive," says Chopra Jonas. "I remember being told when I was a teenager with really long, waist-length hair that all the good, clean, sustainable, vegan products were outside of our budget.
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