Priyanka Chopra Jonas’ hair care brand Anomaly has made headlines by climbing to the second-richest celebrity beauty line of 2023. According to UK-based beauty comparison platform, Cosmetify, Anomaly brought in approximately $527 million, beating out more established celebrity brands such as Kylie Jenner’s Kylie Cosmetics, who brought in roughly $371 million. Only Rihanna’s Fenty Beauty exceeded Anomaly, bringing in $588 million.
Anomaly launched with Target in the US in 2021 and in India in 2022. The brand is known for its affordability and focus on clean, eco-friendly products, with products listed on the website for only $6 each. The brand’s strategy of democratising beauty has resulted in remarkable success, especially in a country where people still buy sachets of shampoo because they are more economical.
Despite not ranking on some social media scales, Anomaly has secured a startling second place for the richest celebrity beauty line of 2023. This may indicate the strength of the brand beyond Chopra Jonas’ influence or a smart bet on affordability, or its success could be attributed to how well it has been received in India. Regardless, this report underscores Anomaly’s significant success.
Cosmetify’s report isn’t just focused on revenue from these brands, but it also covers social media followers, brand score, and Google searches. Kylie Jenner’s Kylie Cosmetics may have fallen to third place in terms of revenue, but it remains the most popular beauty brand on Instagram with over 4 million mentions and 25 million followers. In contrast, Selena Gomez is the most searched celebrity, with over 7 million searches, but her revenue has not broken $55 million, indicating Rare Beauty is likely to hit a period of new growth.
Different methods can be used to judge the success of a brand, but Cosmetify notes that “revenue is arguably the most important.” This report shows that despite not ranking high in social media scales, Anomaly has achieved spectacular success, cementing its position as a force to be reckoned with in the beauty industry.
