Jennifer Lawrence is entering the beauty industry after two decades of acting. The Hunger Games actress has a new haircare brand. However, the details are as bizarre as it gets.
As recently detailed in her interview with The Cut, developing the products for her brand required years of testing and a willingness to put her own hair through some unusual experiments. The Oscar-winning actor has been closely involved in creating the formulas, from testing samples to reviewing the smallest details of the packaging.
Though she put her own hair to the test for the initial samples, she got into an unpleasant banter with her husband. Lawrence left an unscented version of the repair mask in her hair for four days. The experience left her smelling so strongly that her husband, Cooke Maroney, eventually gave her an ultimatum.
“My husband was like, if you don’t wash your hair, you have to get a hotel room,” Lawrence said. Despite the warning, she remained committed to testing the formula.
Her new brand, Mes, launches on October 27 with three products: a repair mask, a restyling serum, and a volumizing mist. Lawrence partnered with chemical biological engineer Jasmina Aganovic to develop the products, which aim to improve hair health while reducing styling time and damage.
Jennifer Lawrence went to extreme lengths to get her new haircare brand right
Lawrence’s interest in haircare comes from years of struggling with her own hair. She has described her naturally thick, curly hair as difficult to manage, particularly in humid weather. Her work in Hollywood also involved frequent styling, heat exposure, and dyeing, which left her hair badly damaged after filming The Hunger Games sequel in 2013.
She eventually began looking for products that could style her hair without relying on hot tools. In 2023, she discovered Aganovic through a TED Talk about developing products that could change hair rather than simply coating it.
The partnership led to Mes, which uses formulas developed with a team of scientists. Lawrence also helped shape the brand’s packaging, scent, and overall presentation.
The launch comes as celebrity-founded beauty brands face intense competition. Lawrence has acknowledged feeling nervous about how consumers will respond, but she believes the products can stand on their own.
Originally reported on ComingSoon.
