Jennifer Lawrence has officially joined the celebrity beauty club, but her pitch is refreshingly honest: she wants you to spend less time on your hair, not more. Her new brand, mes° (pronounced "mess"), launched this week, and the whole idea is that great hair shouldn't demand a 12-step routine.
The spark came from her own life. After years of sitting in hair and makeup chairs for hours, she started wondering why better results always seemed to require more products and more effort. Then she watched a TED Talk by Jasmina Aganovic, an MIT-trained chemical and biological engineer who runs a biology-focused beauty company called Arcaea. That conversation turned into a partnership, and mes° is the result.
The brand calls its approach "unbothered beauty", and it uses lab-designed, biology-inspired ingredients to make products that last longer between washes. The first drop is just three products. The Multitask Repair Mask ($52) can be left on for five minutes or overnight or slicked back for a glossy wet-hair look. The Good Roots Volume Mist ($34) fights oily, flat roots and keeps volume going for days. The Off-Duty Restyling Serum ($44) is built for day-two, three and four hair, smoothing frizz and offering heat protection so you can skip another wash.
Lawrence put it simply in the launch announcement: for too long, beauty has been about doing more, and she doesn't think it should be that way. She says she wanted something that keeps up with real life instead of forcing you to plan your life around a routine.
It's a smart angle in a crowded market, aimed squarely at people who'd rather sleep in than blow-dry. The collection is available now, but only through the brand's own website.
