On October 28, Jennifer Lawrence announced that she was officially joining the celebrity beauty brand club by launching Mes°, a “biodesigned” (not sure what that means? Neither are we!) hair-care line pronounced “mess.” Mes° debuted with three products: the Multitask Repair Mask, a reparative mask you apply on dry hair; the Off-Duty Restyling Serum, a bi-phase styling serum; and the Good Roots Volume Mist, a volumizing product that doubles as a scalp treatment.
Each product was made to simplify our hair routines by having a dual purpose: to style, yes, but also improve hair health over time. On the brand’s website, the first words you see underneath a dancing JLaw are “Less time fixing your hair, more time living.” Lawrence’s laid-back, relatable personality is infused into the ethos of the brand, but all the good vibes in the world can’t make great beauty products.
Luckily, Lawrence brought in formulation pros for that part. She partnered with Arcaea, a biology-focused beauty company founded by chemical bioengineer Jasmina Aganovic, to co-create the brand. With Aganovic as CEO, the company launched Future Society, a fragrance brand that uses biotechnology to revive scents from extinct flowers. The combination of Lawrence’s huge fanbase and Aganovic’s background as a literal scientist sure made it seem like this brand would be a hit.
Instead, the internet wasn’t exactly impressed. The brand announcement was immediately followed by backlash with people questioning the intention behind Lawrence’s new venture. When, in September, the actor joined Instagram seemingly out of the blue (and in her signature, self-deprecating way) fans were thrilled. Now, that move is being framed as calculated and inauthentic—a way in to using social media to promote the brand. Commenters also started focusing on the actor’s looks, complaining that they couldn’t recognize her “new” face and incited a debate on whether or not she’s had an upper blepharoplasty.
Some were also quick to draw a comparison between Mes° and another hair-care brand, Messy, which Drybar co-founder Alli Webb launched last year. While there are few similarities to be found in the brands’ packaging and products, some commentators are claiming the name and message are too close for comfort. In an Instagram video, Webb claimed to see parallels between the two brands’ ethos of being imperfect and, obviously, messy. “I have been literally inundated with DMs and messages from friends and you guys being upset on my behalf about this new hair care brand that recently launched called Mes°,” she says.
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