Jennifer Lawrence has revealed why she launched her new haircare brand, mes°, explaining that making more money was not the motivation behind her latest venture. In a recent interview with The Cut, Lawrence explained that she wanted to create products addressing frustrations she had experienced throughout her acting career.
The Oscar-winning actress, 36, launched the biotechnology-developed brand on Tuesday, 27 October 2026, following approximately three years of development inspired by her experiences with damaged hair. She admitted that entering the competitive beauty industry had brought unexpected anxiety, particularly about how customers would respond, but that she felt creatively-pushed by pursuing the concept further.
Jennifer Lawrence Says Launching mes° Wasn't About Getting Rich
Lawrence dismissed the idea that her beauty venture was financially motivated, joking that joining another major film franchise would have been a more straightforward way to make money. She compared starting a company to abandoning a cruise ship for an uncertain escape, acknowledging the financial risks involved.Instead, Lawrence described developing mes° as a creative experience offering excitement similar to preparing for a film role.
Nevertheless, the approaching launch brought doubts. After years concentrating on product development, she worried that customers might dismiss the formulas before understanding their intended benefits. Her involvement extended beyond promotional appearances, with Lawrence helping shape the packaging, fragrances, brand identity and products.
She was particularly demanding when developing the Off-Duty Restyling Serum, reportedly sending the formula back to the laboratory nearly 150 times before approving it. The actress also attended business meetings, tested products and provided feedback on designs and formulations.
Although she acknowledged the uncertainty surrounding the launch, Lawrence maintained that her enthusiasm came from creating products she genuinely wanted to use.
How Did Years of Hair Damage Inspire mes°?
The inspiration behind mes° came from Lawrence's experiences with frequent colouring, heat styling, and demanding hair transformations throughout her Hollywood career. She recalled having her hair dyed four different colours in one day during an X-Men screen test, illustrating the intense styling demands she faced.
Lawrence also experienced hair damage while filming The Hunger Games, eventually adopting a pixie haircut after the second film. These experiences encouraged her to explore products that could simplify haircare without sacrificing styling options.
Her search led her to Jasmina Aganovic, an MIT-trained chemical and biological engineer and founder of biotechnology company Arcaea. After discovering Aganovic's work through a TED Talk in 2023, Lawrence contacted her about collaborating.Their partnership eventually developed into mes°, combining Lawrence's personal experiences with Arcaea's biotechnology-focused approach.
The brand debuted with three products: the Multitask Repair Mask, priced at $52 (£39), the Off-Duty Restyling Serum at $44 (£33), and the Good Roots Volume Mist at $34 (£26). According to the company, the collection combines hair treatments with styling functions, aiming to simplify everyday routines and refresh hair between washes.
The brand also promotes longer-term hair and scalp benefits, although these remain company claims rather than independently verified findings.
Launched online on 27 October, mes° enters an increasingly competitive celebrity beauty market where customer experience and product performance will influence its success. For Lawrence, however, the venture represents an opportunity to explore creativity beyond Hollywood through developing products inspired by her personal experiences.
