Jonathan Van Ness has partnered up with Amyris, a synthetic biotechnology company, to launch JVN, a clean hair products brand.
"I am so full of gratitude to be able to finally share a lifetime passion project, JVN, and to be teaming up with Amyris on the creation of these amazing products. I am exceptionally proud to say that JVN is truly for everyone – it is effective for all hair types, while still being sustainable for our gorgeous earth," Van Ness said.
A buzzing media personality, Van Ness is known for their host of ventures, such as their “Game of Thrones” web series “Gay of Thrones,” current podcast “Getting Curious with Jonathan Van Ness” and memoir “Over the Top: A Raw Journey to Self-Love.” But perhaps they are best known for capturing many hearts as the grooming expert on Netflix’s “Queer Eye,” putting to use their top-tier hair stylist expertise and cheerleader attitude.
The JVN hairecare line includes four categories: nurture, undamage, embody and complete. All products are silicone-free, color-safe, sulfate-free, cruelty free and vegan. What’s more, the collection commits to seeing and serving all beauty and honoring the uniqueness of each person.
“Jonathan's beauty and haircare expertise, combined with his passion for inclusivity and sustainability, makes him an ideal partner for a premier clean beauty brand like JVN," Amyris President and CEO John Melo said.
The brand’s formulas are built upon Amyris’ hemisqualane molecule, which comes from sugar cane and reduces frizz and preserves color by providing hair with needed nourishment. Unlike silicone, it adds softness and shine to hair without compromising long-term hair health.
JVN will be available beginning Aug. 31on JVNhair.com and Sephora.com, with the collection hitting select Sephora stores on Sept. 17. On Sept. 12, an official celebration of JVN will kick off in Austin, Texas at the Austin Motel with the Come As You Are Tour, allowing haircare enthusiasts to experience and learn more about the line and possibly meet Van Ness. Through the first week in October, the tour will make stops in New York, N.Y.; Miami, Fla. and Los Angeles, Calif.