Actress Priyanka Chopra Jonas’s hair care brand, Anomaly, was ranked as the second wealthiest celebrity brand in 2023, after Rihanna’s Fenty Beauty. However, Anomaly’s sustainable and inclusive approach is its real standout feature. The brand focuses on sustainability and environmental cleanliness. To address the massive plastic waste problem in the beauty industry, the brand combines high-performance, clean formulas with innovative, eco-friendly packaging.
Each product packaging is 100% recycled trash sourced from oceans and landfills. Despite being made from recycled trash, the packaging itself can still be recycled again after use. That promotes a circular approach to waste management.
Why sustainability should be every industry’s priority
Packaging is the first thing we notice when we buy or use a product. Also, it is the last thing we deal with once the product is over. However, people often don’t think about what happens to that packaging once we throw it away. It typically ends up as waste, and most of us ignore the environmental impact of that packaging.
The beauty industry alone produces at least 120 billion pieces of packaging every year. That makes packaging waste one of its biggest challenges. In fact, 95% of cosmetic packaging ends up being discarded.
Anomaly’s sustainable and inclusive approach to packaging
Anomaly addresses this issue by using bottles made from 100% recycled plastic across its entire product line. The brand is committed to reducing the production of new plastic. Anomaly adopted a minimalist approach to packaging design to minimise waste further. They avoid unnecessary additions like caps, metallic foil accents, or bulky boxes.
“After having used almost every product of every line, I did find that the fashion and beauty industry needs to take responsibility,” Priyanka Chopra Jonas says. “Especially the fact that our generation is the one that’s going to be responsible for where the earth is right now. Sustainability is very important to me.“
Anomaly’s sustainable and inclusive approach: Transparency with #TrashTalkChallenge
Transparency plays a significant role in today’s consumer choices as they are becoming more conscious of what they put on their bodies. They want brands to be open about their practices. One way to show this transparency is by openly labeling products in a way that reflects their commitment to sustainability. Anomaly used the word “trash” on its packaging to emphasise transparency and highlight its commitment to sustainability.
Priyanka Chopra Jonas expressed her pride in using the word “trash” on the packaging, stating, “I’m proud that we took ocean trash and turned it into a beautiful product. I’m so proud of it that I not only used the word ‘trash’ on the bottle, but I also made sure to highlight it.“
Focusing on the word “trash” not only draws attention to the brand’s eco-friendly practices. It also encourages consumers to rethink waste and the potential for repurposing materials. All products are also vegan, cruelty-free, and free from harmful chemicals.
Anomaly Haircare also launched the #TrashTalkChallenge, encouraging people to audit their trash bins. The challenge prompts individuals to evaluate their sustainability efforts and reflect on what is and isn’t being recycled. It was a small yet thoughtful move to spread awareness of how we could all be more sustainable.
Anomaly started with an eco-friendly foundation as its primary mission. However, it also prioritised accessible pricing. To keep costs low, the brand spent little on packaging, allowing it to offer sustainable and high-quality formulas at affordable prices.
Anomaly’s vision of inclusive, sustainable beauty for all
In a market like India, where influencer marketing has popularised Western products and trends like clean girl makeup, consumers are increasingly looking for clean formulations and high-quality ingredients. However, there was a gap in the market; clean products were not easily accessible to the average Indian consumer.
By offering high-quality, eco-friendly products at affordable prices, Anomaly allows consumers, regardless of their financial background, to make conscious choices about what they put on their hair. This inclusivity ensures that everyone, not just a select few, has access to sustainable and effective products.
The brand’s tagline, “Beauty should be a right, not a privilege,” captures its mission to make luxury hair care accessible to all. By offering products that match the quality of high-end brands at a fraction of the cost, Anomaly proves that high-performance products don’t have to come with a high price tag. It caters to a diverse, conscious, and growing market that demands both quality and accessibility.
Such an inclusive approach makes the brand more than just a business but also a cause. It is a movement toward equality and inclusivity in the beauty industry.
The final thoughts
Anomaly, the green hair care brand founded by Priyanka Chopra Jonas, shows how companies can be eco-friendly without compromising on quality or performance. The brand’s mission to democratise luxury hair care also makes it more inclusive, proving that luxury and sustainability can be accessible to all.
Other brands should follow this lead and rethink how they define their products because it’s high time we set inclusivity and sustainability as the basic standards. Modern consumers expect these values. They are not just simple choices for brands to include or exclude.
Changeincontent.com advocates for a future in which everyone has the opportunity to make conscious choices without compromise.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we define broadly to include media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
