Jonathan Van Ness — hair stylist, Emmy-nominated television personality, New York Times best-selling author and podcaster — has collaborated with Amyris on the launch of JVN, a clean hair products brand. The launch is the third of three brand launches Amyris has introduced to the market this summer.
The JVN line sees all beauty, serves all beauty and honors the uniqueness of each person. The JVN collection features four accessibly priced, best-performing-in-category product families that are silicone-free, color-safe, sulfate-free, cruelty-free, and vegan:
- Nurture, for hair that deserves extra moisture
- Undamage, for hair that is stressed or overtreated
- Embody, for fine hair with big dreams
- Complete, for hair that is ready to style
Amyris has been at the forefront of leveraging its Lab-to-Market biotechnology platform and ingredients portfolio into building trustworthy clean beauty consumer brands. JVN formulas are built around Amyris-invented Hemisqualane. This Amyris molecule penetrates the hair shaft, providing weightless nourishment that makes hair more manageable while reducing frizz and preserving color. It is an effective, clean, superior product to silicone in haircare that adds softness, slip, shine, and bounce to hair without compromising long-term hair health.
"I am so full of gratitude to be able to finally share a lifetime passion project, JVN, and to be teaming up with Amyris on the creation of these amazing products,” Van Ness says. “I am exceptionally proud to say that JVN is truly for everyone – it is effective for all hair types, while still being sustainable for our gorgeous earth.”
"Haircare is the fastest-growing category in beauty, and Jonathan's beauty and haircare expertise, combined with his passion for inclusivity and sustainability, makes him an ideal partner for a premier clean beauty brand like JVN," says John Melo, President and Chief Executive Officer of Amyris. "We believe everyone should have access to effective, clean and sustainable hair care products. This is the third new clean beauty consumer brand we're launching this month, which further fuels continued growth momentum in the second half of this year. The retail launch orders for JVN hair exceed the first full year of Biossance's revenue, indicating amazing interest for what has the potential to be the leading clean hair care brand."
JVN is available at JVNhair.com and Sephora.com, and in select Sephora stores on September 17, 2021.
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