Jennifer Lawrence’s hair brand is named after her messiness

The story

Jennifer Lawrence is launching a hair care brand called Mes°, co-created with a biotech founder. The brand focuses on enhancing hair health while simplifying styling routines, with products that claim to reduce breakage and oiliness.

Source: wwd.com

Our reading

Jennifer Lawrence’s new hair brand, Mes°, is named after her lifelong reputation for being a mess, which is both a bold marketing move and a reminder that even A-listers can’t escape the stigma of being untidy. The name is a direct callback to her own self-perception, which is both endearing and slightly alarming in the context of a luxury beauty line.

It’s one thing to be a mess, but to monetize it? That’s a whole different kind of chaos. The brand’s focus on ‘messiness’ as a selling point suggests that the ideal hair look is not perfection, but something more relatable—though it’s unclear if that relatability extends to people who can’t afford $52 hair masks.

Lawrence’s brand is less about fixing her hair and more about fixing the way people think about hair. Which, if you think about it, is exactly what a beauty brand should do—except when it’s just another way to sell you a product that claims to make you look like you didn’t try at all.