Jennifer Lawrence is the latest Hollywood star to venture into the beauty industry, announcing the launch of a new haircare brand called Mes°. However, while the Dior ambassador has long been a fan favorite, news of her latest business venture has left some fans questioning whether the market really needs another celebrity-owned beauty brand.
The Hunger Games star is teaming up with Arcaea, a Boston-based biotechnology company, to introduce the new haircare line. The brand recently shared a promotional video featuring Lawrence jumping and dancing as her blonde hair bounced around her. She wore a red cardigan with baggy gray trousers, keeping the look casual and playful.
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Jennifer Lawrence Set To Launch Haircare Brand
Mes° describes its products as “biodesigned” haircare, reflecting Arcaea’s approach of using biology to develop beauty ingredients. The brand is scheduled to launch on October 27 through mesbeauty.com, although product details, pricing and retail availability have yet to be announced.
Despite Lawrence’s popularity, the announcement has prompted a wave of skeptical reactions online. Some social media users expressed exhaustion over the growing number of celebrity beauty ventures, while others said they were surprised to see the actress enter an industry that has not previously been a major part of her public image.
“Another one? Ugh,” one person wrote, seemingly echoing the frustration of shoppers who feel overwhelmed by the steady stream of celebrity beauty launches.
“I’m over these celebrity brands,” another commenter said.
A third person sarcastically remarked, “The world was needing more celeb-owned beauty brands.”
Others expressed disappointment that Lawrence’s recent social media activity was connected to a new business venture.
“I didn’t know it was possible to be disappointed in someone that I don’t even know lol,” one person commented.
“There was me thinking she finally got Instagram for fun and whimsy, but it’s because of her business,” another wrote.
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Fans React
The mom of two finally joined Instagram in September. Her debut post featured a video in which she joked that she would quit the platform the moment someone said something “mean” to her.
However, the launch of Mes° has already brought plenty of opinions, with some fans questioning whether another celebrity-backed beauty line can stand out in an increasingly crowded market.
“It’s hard to get excited over yet another celebrity or influencer beauty brand,” one person wrote.
“Do we need another celeb brand? Don’t they have enough money already?” another asked.
Lawrence is entering a competitive industry that already includes haircare lines founded by some of the biggest names in entertainment. Beyoncé’s Cécred, for example, focuses on hair and scalp health and uses its proprietary keratin ferment technology. Jennifer Aniston’s LolaVie, meanwhile, offers haircare products that combine science-inspired formulations with botanical ingredients, including bamboo essence.
With Mes° preparing to launch, more details about its products and pricing may help consumers decide whether the brand offers something different from the celebrity haircare lines already on the market.
For now, the announcement has sparked a familiar debate: whether celebrity beauty brands can bring something genuinely new to the industry or whether shoppers have simply had enough of seeing their favorite stars launch another product line.
