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Embracing individuality in haircare
Jonathan Van Ness, a name synonymous with beauty and self-expression, has taken the haircare industry by storm with their brand, JVN. Launched in 2021, this vegan haircare line is not just about products; it’s a movement aimed at celebrating individuality and self-love.
Van Ness, who identifies as non-binary and uses the pronouns “he,” “she,” and “they,” has always had a personal connection to haircare. From their childhood experiments with beauty products to becoming a beloved grooming guru on the hit show Queer Eye, Van Ness’s journey is a testament to the power of self-acceptance and creativity.
Simplifying haircare for everyone
One of the core philosophies behind JVN is to simplify haircare routines for all hair types. Van Ness recalls the challenges they faced while learning to style their hair, often feeling overwhelmed by the complexity of existing products.
JVN aims to strip away that complexity, offering easy-to-use solutions that cater to diverse hair needs. “You are already beautiful, and you are already worth it,” Van Ness emphasizes, encouraging everyone to express themselves through their hair. This approach not only empowers individuals but also democratizes beauty, breaking away from rigid standards that have historically marginalized many.
Innovative and sustainable formulations
JVN’s commitment to sustainability is evident in its innovative formulations. The brand features unique ingredients like Keratris, derived from upcycled orange peels, showcasing Van Ness’s dedication to reducing waste. Additionally, JVN utilizes a synthesized version of hemisqualane, traditionally sourced from shark liver, now made from sugarcane.
This choice not only minimizes environmental impact but also makes luxury haircare accessible to a broader audience. Van Ness believes that synthetic ingredients can play a crucial role in sustainability, challenging the negative perceptions often associated with them.
A movement towards inclusivity
At the heart of JVN is a mission to promote inclusivity. Products like the Embody Daily Volumizing Shampoo and Conditioner are designed for all hair textures, addressing the historical exclusion of curly and coily hair from volumizing conversations. Van Ness’s passion for inclusivity is reflected in every aspect of the brand, ensuring that everyone can find products that work for them. “Hair should be fun—it’s like a beautiful accessory that we can express ourselves through,” Van Ness states, reinforcing the idea that beauty should be enjoyable and accessible.
Looking ahead: The future of JVN
As Van Ness continues to evolve as a creator and advocate for self-love, exciting developments are on the horizon for JVN. With new product launches and a commitment to expanding the brand’s reach, Van Ness is poised to make an even greater impact in the beauty industry. Their upcoming projects, including a comedy special and a novel, further illustrate their multifaceted talents and dedication to uplifting others. “Whether you’re embracing your natural texture or transforming your hair, I want you to achieve your hair goals without ruining it or breaking the bank,” Van Ness asserts, embodying the spirit of JVN.
