[ad_1]
Priyanka Chopra Jonas is very busy – despite the pandemic.
“Unusually busy,” she said on a video call from London. “It’s crazy.”
She typically leads a hectic life (alongside her pop star husband Nick Jonas) as an actor and producer, balancing multiple projects at once, she explained. And although she was confined to her home for six months last year, she continued to stay busy.
She’s worked on TV show development, signed a multi-million dollar first look contract with Amazon, and wrote a memoir, “Unfinished,” which will be released on February 9. When she was able to leave her house in October, she returned to filming Lana Wachowski’s upcoming and very animated film about “The Matrix 4” with Keanu Reeves, then finished “Text for You” from Sony Pictures ( “With Sam Heughan and Celine Dion – her acting debut, which is very exciting,” she said). And now, she can be seen in Netflix’s “The White Tiger”, the film adaptation of Aravind Adiga’s debut novel, and is preparing to shoot the Russo Brothers’ Amazon series “Citadel,” which she stars alongside. Richard Madden.
Throughout it all, she has managed to create her own beauty line, hair care brand Anomaly, available exclusively at Target on February 1.
“I just find it fascinating,” she said of the new business. “I love the ability, as an entrepreneur, to find a gap in the market and try to fill it.”
Anomaly, in partnership with the creator and incubator of the beauty brand Maesa, offers accessibility and sustainable packaging, while investing in results-oriented formulas. Each item – shampoos, conditioners, hair mask and dry shampoo – costs $ 5.99. Gender neutral and produced entirely in the United States, Anomaly is labeled cruelty-free, free of harmful chemicals, and packaged in recyclable bottles made with post-consumer recycled materials. The shampoo and conditioner bottles use 100% PCR content, while the mask container uses 70%. The dry shampoo bottle, made from recycled aluminum, is also recyclable. Industry sources share an expected sales growth of $ 20 million for the brand.
Priyanka Chopra Jonas
Kyle Galvin / WWD
The beauty and personal care market is valued at around $ 500 billion worldwide, according to Statista, a market and consumer data company. In a report released in December, the company notes that hair care – which is expected to grow globally from $ 85.5 billion (as valued in 2017) to $ 102 billion by 2024 – is the most profitable in the states. United, with a national annual turnover of approximately $ 12,861.9. million in 2019. And although revenue growth has slumped in 2020 due to the coronavirus pandemic, it is expected to reach $ 13,745.5 million in 2025. The market value of dry shampoo alone will rise by $ 3 billion in 2017 to $ 4 billion in 2022, reports Statista.
The beauty industry has been reshaped by the rise of e-commerce, purchasable apps, and social media marketing, and those with the most engaged followers, especially celebrities, have a length of ‘advanced. The rise of celebrity owned beauty brands has been a topic of conversation lately as the beauty world continues to see a boom of these brands entering the market across all categories. Well-known personalities in all fields of entertainment – music, film, television – have found significant success with their beauty brands, entering into warranty agreements to seek ownership of their intellectual property.
Wellness has also grown in popularity. The category, which incorporates “clean” and eco-friendly beauty, is valued at $ 4.5 trillion worldwide, according to the Global Wellness Institute. The non-profit organization released its Wellness 2021 report this week, listing “Hollywood and the entertainment industries to embark on wellness” as a new rising trend. The organization notes that the adoption of this category by the mass market has created “unprecedented reach and affordability.”
“We will constantly push innovation to be able to reach a place where we are incredibly sustainable, but at the same time have a top quality product at a very affordable cost,” said Chopra Jonas, adding that the capsules of bottles cost only 3 cents. produce. “We spent less on the bottle and a lot more on the product. And it’s better for the earth than most. This is a step in the right direction and you can afford it. I think it’s the trio of that – it was the gap for me.
“What we do is create, develop and scale meaningful brands exclusively for retailers, so we are constantly asking ourselves, pushing the boundaries: ‘How can we improve the products, how to make them different and how to make them relevant, ”said Megan Fay, Maesa’s vice president of marketing and product development in hair care. “When we talk about Priyanka, it’s an anomaly in its own right. She is one of the first women to move from Bollywood to Hollywood. She is a UNICEF ambassador and she is also an entrepreneur. Maesa really helped her bring the brand to life.
A first look at Anomaly, created by Priyanka Chopra Jonas in partnership with Maesa.
Courtesy / David Weiss
For Chopra Jonas, hair is also very personal.
“I have a very important relationship with my hair,” she says. “I remember when I was going to buy shampoo at 15, 16, when I discovered my teenage vanity at that time, all the really amazing and good things were so expensive. I have always been aware of what I use and what I consume. I saw that in hair care we haven’t really had hair care that is environmentally friendly, clean and really good for you, but also affordable for everyone.
As a UNICEF Global Goodwill Ambassador, the topic of sustainability has been a key, forward-looking human and environmental issue that she has discussed on numerous occasions.
“I think it’s high time for beauty and fashion to take responsibility,” she added. “You know, take responsibility for the amount of garbage created in the earth.… Beauty shouldn’t cost us the earth. As large as the beauty market is, this is how much our responsibility should be. “
For those who don’t know, Chopra Jonas rose to fame in India, where she was born and raised. She was crowned Miss India and Miss World 2000 at the age of 18 and has become one of Bollywood’s biggest stars. The United States really noticed her in 2015, when she starred in the ABC thriller series “Quantico”. She currently has 59.9 million followers on Instagram.
As the subject of public gaze since adolescence, how does she define beauty today?
“Beauty itself, they say, is in the eye of the beholder, so anything can be beautiful,” said Chopra Jonas, now 38. “Everything has its own way of being beautiful, and like that, I think human beings do, too. And we have to find our own beauty.
It’s a lesson she had to learn, she added: “I have low self-esteem. When I was growing up I was really aware of my appearance, my weight, my color, that I had dry skin, my hair was very frizzy. I was very aware of everything that concerns me. “
Over time, she developed a sense of self and confidence, she continued. “Beauty has become a very intimate experience now. For me, beauty is not for everyone. Beauty for me is when I look at myself in the mirror, how I feel… And when you feel beautiful, when you feel confident, that’s what the world sees. It shouldn’t be the way people look at you, but the way you look at yourself. And it took me a long time to understand, by the way. Now in my thirties, I can tell you. In your twenties, that was not the case.
With Anomaly, she promotes universal acceptance of self and beauty.
“In the campaign we’re doing for Anomaly, it’s natural beauty everyday,” she says. “Not silky, puffy hair. It’s all kinds of hair, everybody’s hair. It’s all genders. It’s all colors. It’s of all kinds. It’s the idea of Anomaly, that we are all anomalies.
[ad_2]
Source link