Jennifer Lawrence has officially entered the beauty industry with Mes°, a new haircare brand she developed alongside Jasmina Aganovic, founder and CEO of biotechnology company Arcaea. The brand introduces a simplified approach to haircare through three multifunctional products that combine styling benefits with formulas designed to improve hair health.
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The collaboration began after Lawrence watched Aganovic’s TED Talk about biotechnology’s potential within the beauty industry. The actress had considered launching a haircare brand for several years but wanted to develop something that addressed her own frustrations with existing products. Aganovic, who studied chemical and biological engineering at MIT, brought scientific expertise to the project through Arcaea’s research into hair biology.
Lawrence and Aganovic share ownership of Mes° equally, with Lawrence serving as founder and Aganovic as chief executive officer. Lawrence has also invested in Arcaea, which has raised $78 million in Series A funding from investors including Chanel, Givaudan and Olaplex.
Mes° follows a philosophy the founders call Unbothered Beauty, which encourages consumers to spend less time managing their hair. The brand develops products that address common styling concerns while supporting hair health and reducing the need for elaborate routines.
Lawrence’s experience with professional hairstyling helped shape this direction. Years of red carpet preparation exposed her to the effects of frequent heat styling, hairspray and other products. She wanted formulas that would improve the condition of her hair while allowing her to maintain a desired hairstyle.
The brand also introduces In Situ° Design, an approach that considers how haircare products perform throughout daily life, including the days between washing and styling.
The debut collection includes the Multitask Repair Mask, Off-Duty Restyling Serum and Good Roots Volume Mist.
The Multitask Repair Mask contains a biomimetic tri-lipid complex and olive squalane. Users can apply the clear formula to dry hair before washing, leave it overnight or wear it as a glossy, slicked-back hairstyle. According to the brand, the treatment delivers six times less breakage, increases protective lipids by up to 158 percent and reduces protein loss during washing by 32 percent.
Good Roots Volume Mist targets excess oil that can reduce volume at the roots. The formula combines lifting agents with proprietary ARC-5 technology and Mediterranean microalgae. Mes° reports that the product delivers 2.5 times more volume and reduces scalp oiliness by 75 percent.
Off-Duty Restyling Serum uses a two-phase formula containing lightweight oils and strengthening ingredients. It aims to smooth frizz, restore shine and refresh existing hairstyles. The brand claims an 86 percent reduction in frizz and heat protection up to 450°F.
Lawrence participated in the development of the products, packaging and launch campaign. Director Isaac Lock created a video featuring models and everyday people dancing freely, reflecting the brand’s relaxed attitude towards beauty.
The campaign draws inspiration from New York City’s diverse population, while Lawrence’s new Instagram presence provides another platform for communicating directly with consumers.
Mes° launches exclusively through its official website, with its three products available individually. The brand’s focus on multifunctional formulas reflects Lawrence and Aganovic’s aim to make healthy-looking hair compatible with everyday routines.
