Priyanka Chopra Jonas Is Launching a Hair-Care Brand at Target

It seems like the Internet beauty collective is feeling a bit jaded these days with all the celebrity beauty launches, but this one from Priyanka Chopra Jonas, Anomaly—it launches officially on January 31—seems to stand out from the rest for a few reasons.

First, Jonas isn’t slapping her name—and beautiful, beachy waves—on an existing brand’s product line as an ambassador; she actually created the brand from the ground up with partner company Maesa, with the goal to make sustainable beauty more accessible. And we mean accessible. Every product in the collection will only be $5.99 at Target, and yes, they’re standard full-size bottles.

Second, there’s a major sustainability component, which Jonas is incredibly proud of, especially at the lower price point. “We spend less on packaging to spend more on superior, class-leading, and clean formulas to create your best hair days full of beautiful, shiny hair,” says Jonas. “It’s also our mission to leave the world better than how we found it. Our bottles are made from 100-percent plastic trash diverted from landfills and ocean plastic and our cans are infinitely recyclable. We bring you quality hair care without compromise so that you can have beautiful hair without costing the earth.”

Third, the collection is all vegan, which has been a growing consumer demand as of late. The eight-piece assortment currently includes a Clarifying Shampoo, Hydrating Shampoo, Dry Shampoo, Gentle Shampoo, Volumizing Conditioner, Smoothing Conditioner, Shine Conditioner, and Deep Conditioning Treatment Mask. Different than what we often see with other hair-care brands, Jonas has chosen not to create matching shampoo and conditioner sets. For example, you won’t see a Hydrating Shampoo and a Hydrating Conditioner. Instead, she based the products off her personal experience of never using a matching set, but rather mixing things up to suit what her hair needed at the time.

Jonas dropped the news on Instagram this morning, captioning her post: “This is ANOMALY. What a surreal moment to introduce you to the first brand I have ever created!!! For the last 18 months I have worked alongside my partners at Maesa toward the day when we could share our labour of love with the world, and I can’t believe that time has finally arrived. I’ve tried a lot and learned a lot about haircare over the years…what gave me great hair days, what didn’t, and everything in between…and I have infused that into a collection of products that gives your hair the TLC it deserves. Our formulas are vegan and clean, with high performance ingredients, and our bottles are made from a 100% plastic trash from our oceans and landfills. Oh, and btw, its’s $5.99! We are democratizing sustainable beauty, because access to it should not cost us the Earth and should be available to all. More to come through the day and weekend, for now I hope you’ll check out @anomalyhaircare to learn more.”

Although the collection is exclusive to Target in the U.S, Jonas says the brand has plans to expand to markets around the world later in the year, so stay tuned for more!