Surpassing Kylie Jenner and Selena Gomez, Priyanka Chopra Jonas’ hair care line Anomaly has climbed to the second-richest of 2023, just behind Rihanna’s Fenty Beauty.
According to UK-based beauty comparison platform, Cosmetify, Chopra Jonas’ brand brought in roughly $527 million. Fenty, by comparison, made $588 million. Chopra’s Anomaly beats out more established celebrity brands like Kylie Jenner’s Kylie Cosmetics, who brought in roughly $371 million.
Anomaly, Chopra Jonas’ hair care line, launched with Target in the US in 2021, and in India in 2022. The brand is focused on affordability and clean, eco-friendly products. Notably, her products are listed on the website for only $6 each. That makes it even more impressive that Anomaly managed to surpass so many established beauty brands in revenue.
In conversation with Vogue India in 2022, Chopra Jonas explained that affordability was part of the strategy from the beginning.
“For me, it was all about democratising beauty,” says Chopra Jonas, “and that’s important in a country where people still buy sachets of shampoo because they’re more affordable.”
Cosmetify’s report isn’t just about the revenue from these celebrity brands, but also covers social media followers, google searches, and brand score. For example, Kylie Jenner may have fallen to third in terms of revenue, but Kylie Cosmetics is the most popular beauty brand on Instagram with over 4 million mentions and 25 million followers. Most googled goes to Selena Gomez, with well over 7 million searches, but her revenue hasn’t broken $55 million, indicating that Rare Beauty is likely to hit a period of new growth.
There are several different ways to judge the success of a brand, but Cosmetify notes that “revenue is arguably the most important.”
Despite not even charting on some of the social media scales released, Chopra Jonas’ Anomaly commands a startling second place for the richest celebrity beauty line of 2023. Perhaps this is indicative of the strength of the brand outside of Chopra Jonas’ influence, or a smart bet on the affordability of the products. Or maybe its massive success can be partially attributed to how well the brand has been received in India. Regardless, this report makes it clear that Anomaly is a force to be reckoned with.