Launched in the United States on January 31, 2021, Anomaly Haircare is the brainchild of actress, producer, and entrepreneur Priyanka Chopra Jonas. Driven by a lifelong struggle to find high-performance, clean, affordable hair products, Priyanka set out to break industry barriers and democratize beauty access. “Anomaly is clean, uncomplicated, gender inclusive, and packed with recycled materials, not just good for hair but also for the planet,” she said, describing her founder journey as deeply personal and rooted in childhood traditions.
Roots in Tradition, Eyes on the World
Inspired by Indian haircare routines and her mother’s self-care advice, Priyanka Chopra Jonas developed Anomaly to combine performance with accessibility and environmental mindfulness.
“Our mantra means less equals more. We have stripped away all unnecessary packaging and invested more in our formulas to bring you a sustainable product that is superior to anything else on the aisle,” she said. The brand’s essence is high quality without compromise—every product is vegan, cruelty-free, and contained in bottles made entirely from ocean and landfill plastics.
Eco-Conscious Disruption and Rapid Growth
Anomaly made a major market impact by pricing each product at $5.99, undercutting premium brands while maintaining top-tier performance. In its first year alone, Anomaly sold over 1 million bottles globally. By 2024, the brand’s annual revenue hit $50 million, outpacing competitors like Lady Gaga’s ($30M) and Ariana Grande’s ($25M) beauty brands.
The mission stretches well beyond sales: in two years, Anomaly prevented over 20 tons of plastic waste from entering landfills and was awarded the Sustainable Beauty Award in 2022 for packaging innovation. Priyanka insisted, “You shouldn’t have to choose between what works and what’s good for you or the planet”.
Breaking Barriers Across Borders
Though conceptualized in the US, Anomaly has swiftly expanded internationally, launching in India with Nykaa in August 2022 and now available in major retailers, including CVS in the US and Myntra in India.. Chopra Jonas describes the India launch as “coming home,” noting that building the brand on traditions she grew up with is “a dream fulfilled”.
By 2025, Anomaly became not only a bestseller but a movement—65% of buyers are repeat customers, validating its formula of efficacy, sustainability, and inclusivity. The products cater to all genders and hair types, championing the belief that healthy, confident hair should be within reach for everyone, everywhere.
Recognition and Global Impact
Anomaly’s accolades include being named one of the top sustainable beauty brands and earning rapid coverage in international beauty publications, from Vogue to Allure. Priyanka Chopra Jonas herself has been celebrated as one of the world’s top beauty entrepreneurs. The brand’s environmental, social, and business credentials continue to set new standards for celebrity-founded companies in the beauty sector.
Legacy
Priyanka Chopra Jonas’s vision for Anomaly is now globally recognized—a proof point in building powerful, inclusive brands that fuse sustainability and accessibility at scale. As she puts it, “We’ve made space for the unconventional clean beauty, accessible for ALL. Born from a desire for something different, it’s more than hair. It’s part of our identity.”
