Picture features Jonathan Van Ness, the founder of cruelty-free hair care brand JVN.
Jonathan Van Ness is launching his own hair care brand, JVN Hair. | JVN Hair

JVN Vegan Hair Care Brand Coming to Sephora

Jonathan Van Ness is launching his new haircare brand JVN online and in select Sephora stores.

Jonathan Van Ness is launching his new haircare brand JVN Hair.

Van Ness announced the eponymous company back in January, and products will launch online via the official website and Sephora tomorrow. According to JVN Hair, the range will bring Van Ness’s “unique blend of inclusivity, self-care, and positivity to the haircare industry so that everyone can be their most gorgeous self.”

The popular hairstylist, podcaster, and activist received an Emmy nomination for his grooming expert role on Netflix’s acclaimed Queer Eye reboot (2018 – present). It will therefore come as no shock to fans of the show that JVN Hair is completely sulfate and silicone-free; instead using sugar-derived hero ingredient hemisqualane as a natural emollient.

Leading synthetic biotechnology company Amyris worked with JVN to produce a total of 10 products spanning four collections: Nurture, Undamage, Embody, and Complete. According to Amyris, each one is accessibly priced from $18-$28, color-safe, cruelty-free, and vegan.

“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. 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,” says Van Ness.

JVN Hair care and sustainability

Each product also features aluminum or glass packaging along with recycled plastic caps and pumps, and the brand has already committed to becoming 100 percent plastic-free by 2025.

“We believe everyone should have access to effective, clean, and sustainable hair care products,” says John Melo, President and Chief Executive Officer of Amyris. “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.”

At the start of the year, Brandessence Market Research predicted that the growing global clean beauty market could reach over $11,558 million by 2027. Customers are increasingly motivated by sustainable and cruelty-free products containing natural and clearly labeled ingredients, particularly those which aren’t prohibitively expensive.

JVN Hair launches online from the official website and Sephora on August 31, 2021, followed by an in-store launch to select Sephora locations several weeks later on September 17. Van Ness also plans to embark on the Come As You Are Tour at the end of September to promote the new beauty brand.

Want to learn how to have a completely zero-waste hair care routine? Read on here.