Jennifer Lawrence recently launched mes°, a new biodesigned haircare brand created in partnership with Jasmina Aganovic, founder and CEO of Arcaea. The brand is built around the realities of everyday life; mes° is rooted in a simple belief: beauty should fit into your life, not make your life fit around it. The brand challenges the idea that better hair requires more time, more products, and more effort. Using biodesign to understand how hair actually works, mes° creates high-performance haircare that works smarter, not harder.
That philosophy comes to life through what mes° calls Unbothered Beauty: an approach that puts innovation to work behind the scenes. Through biodesign and multifunctional formulas, mes° creates products that extend great hair beyond a single wash or style, so people spend less time managing their hair and more time living in it.
The idea was sparked by Lawrence’s own experience spending countless hours in glam. After years of testing products and seeing firsthand how much time and effort it takes to achieve and maintain great hair, she began questioning a fundamental assumption of the beauty industry: Why did better results have to require more? A TED Talk by Aganovic, an MIT-trained chemical and biological engineer whose work explores how biology can unlock new possibilities in beauty, became the catalyst for a conversation that would ultimately lead to mes°.
Source: Yahoo Finance
