Jennifer Lawrence has officially added beauty founder to her award-winning resume.
The Oscar-winning actress, 36, has been busy this fall, sharing more of her life on social media. And just one month afterjoining Instagram, Lawrence has announced her latest project: a less-is-more hair care line, Mes° (pronounced mess), that is all about "restoring the biology of healthy hair" for effortless maintenance and keeping your hair fresh for longer so that consumers can spend "more time living," as stated in the brand's campaign.
The star, known for her honey waves and floof-feathered bangs, celebrated the launch of Mes° on Tuesday, Oct. 27, sharing a clip of the brand's campaign video on Instagram. In the audition-style video, a group of New Yorkers,
including Lawrence, walk onto a gray set where they are given the simple instruction to come as they are and dance. Each subject shows off their best dance moves with rocking, effortless, Mes°-produced hair.
Captioning the campaign video, Lawrence wrote, "Meet my baby, @mesbeauty. I’ve spent the last 3 years working with the amazing scientists from @arcaea and @jasmina.aganovic to create something we are really, really proud of."
Adding some humor, the star referred to her very first Instagram post in September, where she joked she'd leave the platform "if anyone thinks something mean."
"I’m excited to finally share mes° with NICE PEOPLE WHO DONT LEAVE MEAN COMMENTS," she concluded.
And like every great idea, Lawrence's newly-launched brand started with a TED Talk. In 2023, Jasmina Aganovic, founder and CEO of the biotechnology company Arcaea, gave a presentation about the sustainable future of the beauty industry. Inspired by Aganovic, the actress asked to meet with the Arcaea founder, and three years later, their duo's hair care line was born.
"I had been thinking about hair products and starting hair products for years before I met Jasmina, and I knew I wanted it to be called mes° because I didn’t want the goal to be 'my hair is perfect.' I wanted something that would fit in with the messiness of life," Lawrence told InStyle about the line's name.
In the spirit of simplicity, the line launched with just three main products: Multitask Repair Mask, Good Roots Volume Mist and Off-Duty Restyling Serum.
"Somewhere along the way, beauty stopped fitting into our lives and started asking our lives to fit around it. More products. More steps. More maintenance. Perfection became more of an obligation," Lawrence said on the brand's website. "We started mes° because we believe beauty should fit into your life, not the other way around."
With Mes°, Lawrence enters a competitive market of celebrity beauty brands, from makeup to skin and hair care. Only time will tell if the mother of two's line will cultivate a following of its own and stand out from the rest.
This article originally appeared on USA TODAY: Jennifer Lawrence launches a new hair care brand for 'nice people'
