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.”

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A post shared by Priyanka Chopra Jonas (@priyankachopra)

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.”

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A post shared by Priyanka Chopra Jonas (@priyankachopra)

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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Mohsina Dodhiya

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