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Embracing individuality in haircare
For many, haircare is a deeply personal journey, and no one understands this better than Jonathan Van Ness. Long before becoming a household name on Queer Eye, Van Ness was a child experimenting with beauty in secret.
They recall blending baby powder and water to create a foundation that mimicked their mother’s. This early exploration was marked by a sense of shame, but it also laid the foundation for a revolutionary approach to beauty that celebrates individuality.
With the launch of JVN in 2021, Van Ness is not just reclaiming their space in the beauty industry; they are reinventing it.
Simplifying haircare for everyone
JVN is a vegan haircare line designed to simplify routines for all hair types.
At its core, the brand embodies a celebration of self-love and authenticity. Van Ness emphasizes, “You are already beautiful, and you are already worth it.” This message resonates with Gen Z, who value authenticity and inclusivity. JVN products are crafted to support diverse hair needs, stripping away the complexity often associated with haircare.
Van Ness notes, “I think so many lines make it overly complicated.” JVN aims to democratize beauty, allowing everyone to express themselves through their hair without feeling confined to rigid beauty standards.
Innovative and sustainable formulations
One of the standout features of JVN is its commitment to sustainability.
The Nurture Mask, for instance, incorporates Keratris, an ingredient made from upcycled orange peels. Van Ness believes in creating luxury goods from materials that would otherwise go to waste, highlighting the importance of sustainability in today’s beauty landscape. Furthermore, JVN utilizes a synthesized version of hemisqualane sourced from sugarcane, moving away from traditional methods that relied on shark liver.
This innovative choice not only reduces environmental impact but also makes luxury haircare more accessible. Van Ness states, “Synthetic ingredients can help us become more sustainable and ask less of the earth.”
Empowering self-expression
JVN is more than just a haircare line; it’s a movement that empowers individuals to embrace their unique beauty. Van Ness’s philosophy is rooted in the belief that hair should be fun and a means of self-expression. They encourage everyone to achieve their hair goals without compromising their health or breaking the bank. This message is particularly relevant for Gen Z, who prioritize self-expression and authenticity in their beauty routines. As Van Ness prepares for new product launches and exciting projects, including a comedy special and a novel, the future of JVN looks bright. The brand continues to inspire a new generation to celebrate their individuality and redefine beauty standards.
