The Anomaly Haircare range features a deep conditioning mask, dry shampoo, as well as three different types of shampoo and conditioner and costs just $5.99 per product.

International movie star Priyanka Chopra has launched a vegan haircare line which she describes as ‘high performance, environmentally conscious and clean’ in Target stores across the US.

Anomaly Haircare is an all-vegan, cruelty-free range created in partnership with beauty brand creator and incubator Maesa.

The collection is gender-neutral and features a deep conditioning mask, dry shampoo, and three different types of shampoo and conditioner.

Anomaly is also free of harmful chemicals and packaged in 100% recycled plastic sourced from landfills and oceans.

‘Give your hair the TLC it deserves’

Announcing the launch on Instagram, the global icon wrote: “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.”

According to Chopra, Anomaly is easy on the pockets, with each product costing around $6 a move she described as “democratizing sustainable beauty, because access to it should not cost us the Earth and should be available to all.”

Vegan beauty products on the rise

Grooming and wellness products championing plant-based ingredients are definitely on the rise.

The global vegan beauty products market is expected to be worth a whopping $25.3 billion by 2029, according to a report released by Prophecy Market Insights.

The specialized market research company says ‘rising awareness regarding cruelty-free beauty’ and increased demand for ‘personal care products’ will see the industry’s compound annual growth rate (CAGR) grow by 5.9% during the next nine years.

Anomaly products are exclusively available at  Target and anomalyhaircare.com,  with plans to introduce them to other global markets later in the year.

• Read: Selena Gomez’s vegan beauty brand launches limited-edition eyeshadow palettes to ‘reflect

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