It used to be that every star had a book deal, then a travel show or a cookbook… now it’s a podcast or a haircare line. Blake Lively, Jennifer Aniston, Beyonce, Tracee Ellis Ross, the list goes on when it comes to hair products launched by stars.

Jennifer Lawrence is next. She just launched mes °, a new biodesigned haircare brand created in partnership with Jasmina Aganovic, founder and CEO of Arcaea. Built around the realities of everyday life, mes° is rooted in a simple belief: beauty should fit into your life, not ask your life to 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 designed to extend great hair beyond a single wash or style, so people can spend less time managing their hair and more time simply 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 the time and effort that can go into achieving and maintaining 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°.

“The world needs a different perspective on beauty. For too long, the conversation around beauty has been about doing more. More products, more steps, more time and more maintenance,” says Lawrence. “I don’t think it should be that way. mes° started with a belief, not a product: that beauty should fit into your life, not the other way around. I wanted to create something that could keep up with real life, rather than asking you to organize your life around your beauty routine. With mes°, we’re using creativity and biology to make haircare work harder, last longer and ultimately give people something they don’t get enough of: their time back.”

“Jennifer came to us with a very clear vision: what if beauty could give people something back instead of asking more from them? That question became the foundation for mes°,” says Aganovic. “At Arcaea, we believe biology gives us an entirely new way to think about beauty, not simply by adding another ingredient or another step, but by understanding why something is happening and designing from there. Together, we’ve brought that perspective to haircare, creating products around the way people actually live.”

At the heart of mes° is In Situ° Design, the brand’s philosophy of designing haircare not only for how it performs in testing, but for how it performs in the context of real life. Meaning “in its original place,” In Situ°Design considers the conditions hair encounters beyond the bathroom, from stretching wash days to refreshing day-two hair.

Rather than simply asking what ingredient to add to a formula, mes° starts by asking why a hair challenge is happening in the first place, then looks to biology for new ways to solve it. The result is a debut collection of three multitasking essentials:

Multitask Repair Mask ($52): Traditional repair masks typically require dedicated time in a routine. Multitask Repair Mask is designed to work within the time people already have. Powered by Biomimetic Tri-Lipid Complex and Olive Squalane, it delivers 6X less breakage while strengthening hair with up to 158% more lipids and a 32% reduction in protein loss during washing. Wear it for five minutes, overnight, or slick it back for a glossy wet-hair look.
Good Roots Volume Mist ($34): Hair doesn’t lose volume all at once; it gradually deflates as excess oil builds at the roots. Good Roots combines root-lifting styling agents with proprietary ARC-5 Technology and Mediterranean Microalgae to help balance excess oil while creating fuller, longer-lasting volume. The formula delivers 2.5X more volume and reduces scalp oiliness by 75% for volume that lasts for days.
Off-Duty Restyling Serum ($44): Made for hair on its day off, this serum helps extend the life of great hair by making it easier to reset and restyle on day two, three, four and beyond. Its bi-phase formula brings together two worlds that don’t usually mix: a lightweight oil phase that smooths frizz and restores shine, and a serum phase that strengthens and helps reshape hair. The formula delivers 86% less frizz and 450°F heat protection, helping reduce the need to start over with another wash-and-style cycle. Infused with AirSilk C15-19, a frizz-smoothing technology, it is engineered to deliver silky slip without the weight, grease or buildup of traditional serums.

Together, the three products put mes°’s In Situ° Design philosophy into practice, bringing together benefits that have traditionally been treated separately: hair health and styling, scalp care and volume, and treatment and real-life wearability.

The brand’s approach is rooted in Creative Biodesign, bringing together Lawrence’s creative perspective and Arcaea’s biology-first approach to rethink familiar beauty challenges. Rather than treating biology as an ingredient story, mes° uses it as a starting point for how products are conceived and designed.

The debut mes° collection is available now exclusively at mesbeauty.com.

The post Another celebrity haircare brand is here, this time from Jennifer Lawrence appeared first on LATF USA NEWS.

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