“Haircare is one of the fastest growing categories in beauty, and we are aiming to lead a significant shift in the industry via this partnership with Jonathan,” says Amyris CEO John Melo in his remarks to the press on Monday.
“This new haircare brand,” he says “will be a great addition to our offering in skincare, baby and mother care and clean color cosmetics. The momentum of our expanding consumer brand portfolio…sets us up well for continued sector leadership in 2021.”
Amyris to launch a fourth beauty brand
The biotech maker has seen success with its popular skin care brand Biossance as well as with the mom and baby personal care Pipette. And late last year Amyris announced plans to launch a clean color cosmetics brand called Rose Inc. in collaboration with Rosie Huntington-Whiteley, as Editor Deanna Utroske reported for this publication.
“We believe cosmetics to be the next opportunity for us to transform to clean and we are very excited to have Caroline [Hadfield] lead the creation of her third brand in the Amyris family of direct-to-consumer beauty,” Melo said last October when plans to develop the Rose Inc. makeup brand were announce. (Caroline Hadfield is President of Amyris' clean skincare ingredients business and CEO of the Clean Beauty Collaborative, the new company Amyris created to launch the Rose Inc. brand.)
Now, by expanding the company’s partnership with hairdresser and TV personality Jonathan Van Ness, Amyris will launch its first hair brand this summer.
Jonathan Van Ness plans to launch a clean hair brand this summer
Van Ness is well known for his work on the Netflix series Queer Eye and as host of a podcast called Getting Curious with Jonathan Van Ness. And lately, he has been working with the Amyris skin care brand Biossance too.
Catherine Gore, President of that brand explains the newly expanded partnership this way: “Jonathan has been an incredible partner to Amyris, most recently as the Global Self-Care Ambassador for Biossance.”
“His beauty and haircare expertise, combined with his passion for inclusivity and sustainability, make him an ideal partner,” she says. “We are thrilled to embark on this new journey with Jonathan who, like Amyris, believes everyone should have access to clean, sustainable, and efficacious products.”
As for Van Ness, he tells the press in this week’s media release about the forthcoming brand, “I have had a successful working relationship with Amyris for years because I believe in their mission and their clean, innovative formulas. They are my dream partner to bring this inclusive haircare brand to life because they remain committed to making a positive impact on their consumers and the planet.”