The Woman of THE HOUR

Priyanka Chopra Jonas, the multi-hyphenate, has reinvented herself yet again—this time as a beauty entrepreneur, with the launch of her haircare brand Anomaly, available exclusively on Nykaa, in India. In this interview, Priyanka shares what sets her brand apart, her multitasking secrets, and why she never cared—and still doesn’t—for people’s opinions.

- Nandini Bhalla

Nandini Bhalla: Priyanka, congratulations on the launch of Anomaly in India. I have no idea how you do all the things you do, but you manage it all brilliantly. Tell us, what inspired you to launch your own haircare brand?

Priyanka Chopra Jonas: “You know, I have sat in the chairs of the best hair and make-up artists around the world...and the best products—the most expensive, exclusive, luxurious products—have been used on my hair. So I know what that should feel like. But I also know that these products can make a hole in your wallet...

When I was about 16-years-old, living in the US, I would visit the local pharmacy to buy beauty products, and I could never afford them. So the idea of democratising beauty has always been very important to me. Also, in the past 10 years, I have dabbled in the business of entertainment and become a producer. And it was when I started investing in brands that I decided to launch my own brand.

When you are creating a product, you need to find the gap in the market—if it exists, that’s exciting! And the haircare industry is not democratic. So we did the simple math and decided to spend less on packaging and more on the formula. I am very environmentally conscious, as we all should be. And being in the beauty and fashion industry, we are aware of the waste that can get created. So I wanted to do my bit and give back to the planet. The trifecta that makes Anomaly unique is that we have superior formulas at an affordable price. And we are sustainable because we are made from 100 percent recycled trash from the oceans and landfills. Our caps literally cost three cents [`2.30]—that’s how little I spend on this. So this trifecta didn’t exist. And that’s why we called it Anomaly, because it really is that.”