"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."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. 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. But with the launch of her new beauty brand, Anomaly, actress Priyanka Chopra Jonas is out to change that. ![]() Even now, hair-care products that check all of those same boxes often still come at a luxury price point. “For me, it was all about democratising beauty,” says Priyanka, “and that’s important in a country where people still buy sachets of shampoo because they’re more affordable.” If you're someone who's interested in trying Anomaly, the products fall in the price range of ₹700 to ₹1000.Over the last few years, the drugstore skin-care aisle has gotten a glow up, and it's become easier than ever to shop for products with clean ingredients, sustainable packaging, and inclusive marketing at an accessible price point. On accessibility and consciousness for the Indian market Overall, though, the range seems to focus on hydrating products like the smoothing conditioner with argan oil and quinoa (a lovely, unique combination!) as well as the shine conditioner for managing dullness. However, for somebody with dry hair, a more hydrating shampoo would make sense and a conditioner could be aimed towards more shine or strength. And since clarifying products can be a little drying, one can follow it up with a hydrating conditioner. For example, If you’ve used oil on your hair or have recently used a lot of styling products, the clarifying shampoo can do wonders since it has ingredients like eucalyptus and charcoal. Priyanka Chopra mentions they have purposely not paired the shampoos and conditioners as these can often be misleading and limiting for most hair types. On creating personalised routines for every hair type The Anomaly bonding treatment mask aims to bond together the broken cuticles of your hair together, so that your hair is easier to manage and is healthier in the long run! If your hair doesn't react well to humidity, hydration is the remedy. The award-winning product doesn't leave behind any residues and is the perfect product for busy women because its enriched with ingredients like tea tree oil and rice starch. And it's like ‘Oh no, so embarrassing!’" That's where the Anomaly dry shampoo sets itself apart. But as Megha Kapoor (someone who wears a lot of black) says, “When you wear black, the pesky white residue from the dry shampoo is all over you. It's during these moments that a dry shampoo comes extremely handy. Sometimes, you're running late and there is absolutely no time for a hair wash. If you’re using the oil, it's recommended to apply on clean, washed hair so that none of the gunk interferes with the benefits of the oil. You can also use the leave-in conditioner as an overnight treatment, by applying it and then tying your hair in a loose braid. She emphasises on the importance of stimulating your roots during scalp treatments so there’s more blood flow, helping your hair grow stronger. I guess it worked,” Now, she uses the Anomaly scalp oil the night before hair wash day and takes a good 10 minutes to emulsify it in her hair. The 40-year-old says, “As a baby, I had no hair, imagine! My grandma was afraid I’d be bald forever so she’d make me sit between her legs and give me a good, old champi. That really made me bifurcate the difference between sitting in the stylist’s chair and using a bunch of products, to actually having a say in the products going into my hair,” says Chopra-Jonas, who has worked a lot with incredible hair artists around the world. “I’ve just recently taken to the business side of both, the beauty and the entertainment industry. Here are some excerpts from their conversation: On turning into a beauty entrepreneur We’re talking natural ingredients, wholesome healing and a brave new act of democratising hair care. Watch Priyanka Chopra Jonas in conversation with Megha Kapoor, Head of Editorial Content, Vogue India on everything exciting that’s happening on Anomaly, her hair care brand that launched in India on Nykaa on 26th August.
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