Jennifer Lawrence has spent enough time in the glam chair to know a thing or two about red carpet-ready hair. Now the Oscar winner is putting all of it to work in her own brand: mes°, a hair-care line she co-created with Jasmina Aganovic, the founder and CEO of biotech company Arcaea.
The premise is refreshingly simple: Great hair shouldn’t take more products, more steps or more time. Lawrence knows the pain points firsthand: volume that’s gone by day two, frizz that creeps back by day three and masks that want you standing in the shower for 20 minutes. So she brought the creative vision, Arcaea brought a biology-led approach to formulation, and together they built formulas “made for real life”: hardworking, multitasking formulas that last longer and give you a little of your day back.
The brand’s debut campaign has the same less-is-more spirit. Director Isaac Lock invited people onto a stage and asked them to do just one thing: dance. No choreography, no right way to move. It was shot entirely on 16mm, and the cast mixed established models with everyday New Yorkers, some approached in Washington Square Park and many in their first professional shoot.
Hair got the same treatment. Natural textures and movement stayed intact. That’s the idea behind the products, too: they’re built to work with the hair you have, not remake it. Ahead, meet the first three.
Inside the mes° Collection
