JVN, the inclusive haircare brand created by hair stylist, entrepreneur, and Netflix star Jonathan Van Ness, has expanded its product lineup and is aiming for further growth in the UK under its new owner, Windsong Global.
JVN Hair leverages the unique insights and expertise of a professional hairdresser. By prioritising a combination of professional quality, inclusivity, accessibility, and sustainability. The vegan brand features silicone-free, sulphate-free, paraben-free and cruelty-free products including shampoos, conditioners, treatments, and stylers, and is available in seven countries.
The brand has introduced a new Intense Hydration Mask to its Nurture product range and plans significant activations this summer with retail partner SpaceNK to support its ongoing expansion in the “strong-performing” UK market. Van Ness, who gained fame as a star of the hit Netflix show Queer Eye, launched JVN in the US with the former Amyris Inc group in 2021. The brand was subsequently introduced in the UK in partnership with SpaceNK in March 2022.
The range is based around the hero ingredient of hemisqualane, which is more commonly found in skincare. It is arranged into lines based on hair concern, rather than hair type, and is open to all regardless of ethnicity, age or gender. The Nurture line is focused on added hydration, while Undamage is for stressed hair, and Embody is designed to deliver added volume.
In 2023, the brand was purchased by Windsong Global, which is also known for its investments in fellow beauty brands Revive and This Works, after Amyris Inc was placed into a Chapter 11 bankruptcy process. Amyris’s other flagship brand, the Biossance squalane-based skincare brand, was sold to the UK’s THG.
Describing plans for the brand, JVN president and global beauty executive with expertise in strategy, retail and operations, Teresa Lo, said: “It’s a business-as-usual approach but with emphasis on acceleration. We are lasering in on delivering effective, accessible, and conscious formulas that today’s consumers want and deserve whilst strategically embedding the brand in a competitive landscape. Our key priority is to double down efforts with our retail partners to provide a launchpad that really boosts the brand’s momentum in-market.”
Van Ness said there was a particular opportunity to expand in the UK: “There is a real appetite for JVN Hair here – our products, our stylists, our community – are symbiotically working together to create loyalty. When we launched in 2022, science-backed sustainable haircare really resonated with people as much as our message to see all beauty, serve all beauty and honour the uniqueness in each of us. I can’t wait to see what we achieve next starting with the launch of our Nurture Intense Hydration Mask.”
