JENNIFER LAWRENCE LAUNCHES MES°, A BIODESIGNED HAIRCARE BRAND BUILT WITH ARCAEA

SMART FASHION COUNCIL Beauty & Biotech · October 29, 2026 Jennifer Lawrence with the debut Mes° collection: Multitask Repair Mask, Good Roots Volume Mist and Off-Duty Restyling Serum. Jennifer Lawrence Launches Mes°, a Biodesigned Haircare Brand Built With Arcaea — the Boston Biotech Backed by Chanel and Givaudan The Oscar-winning actress enters the crowded celebrity beauty arena with a different playbook: three products, a direct-to-consumer website, and a partnership with Jasmina Aganovic's Arcaea — the MIT-rooted biotech company using "expressive biology" to move beauty from industrial chemistry to designed biology. The pitch is time, not glamour: beauty that gives consumers something back. The Launch Mes° · DTC · October 27, 2026 Jennifer Lawrence has entered the beauty market with Mes° , a biodesigned haircare brand developed in partnership with Jasmina Aganovic , founder and CEO of biotechnology company Arcaea. The debut collection — available exclusively through the brand's website — targets hair repair, volume and restyling between washes, respectively. The rollout launched October 27, with Forbes describing the line as inspired by Lawrence's years in the glam chair, and other reports tying it to her own struggles with hair damage. MULTITASK REPAIR MASK $52 Hair repair · 150 ml GOOD ROOTS VOLUME MIST $34 Volume at the roots · 150 ml OFF-DUTY RESTYLING SERUM $44 Restyling between washes · 50 ml The brand is built around what it calls "Unbothered Beauty," a philosophy focused on high-performance products that work with consumers' existing routines rather than adding steps. Its design approach, "In Situ° Design," considers how hair performs in everyday conditions — including maintaining styles between wash days. What Lawrence Said The Founder's Positioning "The world needs a different perspective on beauty. For too long, the conversation around beauty has been about doing more. More products, more steps, more time and more maintenance. I don't think it should be that way. Mes° started with a belief, not a product: that beauty should fit into your life, not the other way around. I wanted to create something that could keep up with real life, rather than asking you to organize your life around your beauty routine. With Mes°, we're using creativity and biology to make haircare work harder, last longer and ultimately give people something they don't get enough of: their time back." — Jennifer Lawrence, Founder, Mes° Who Arcaea Is The Partnership Behind the Brand The partnership is the story's real differentiator. Arcaea — founded in Boston in 2021 by Aganovic, an MIT-trained chemical and biological engineer and former Living Proof executive — was incubated within Ginkgo Bioworks and launched with a $78 million Series A from a syndicate that included strategic investors Chanel and Givaudan , alongside Wittington Ventures, Viking Global Investors and Cascade Investment. Arcaea at a Glance Founded: 2021, Boston · incubated within Ginkgo Bioworks Founder/CEO: Jasmina Aganovic — MIT chemical & biological engineering; ex-Living Proof; earlier president of Mother Dirt Series A: $78M · strategic investors Chanel and Givaudan; Wittington Ventures, Viking Global, Cascade Investment Mission: accelerate beauty's transition "from industrial chemistry to a more regenerative era driven by Expressive Biology" — DNA sequencing, biological engineering, fermentation; no petrochemicals or depleted natural resources Already commercialized: Future Society (fragrance engineered from sequenced DNA of extinct flowers) and ScentARC (microbiome-inspired odor-preventative technology) Aganovic's framing of the science is unusually concrete. Haircare, she has explained, has historically been surface chemistry — coating the hair with polymers to make it feel a certain way. Expressive biology instead treats the amino acids and proteins of the hair fiber as a design tool: engineering proteins to change the shape of the hair or its shine pattern in ways a coating cannot. The connection began, per the launch announcement, with a TED Talk by Aganovic exploring the application of biology in beauty — the talk that sparked the conversation leading to the brand. What Aganovic Said The Science Partner's View "Jennifer came to us with a very clear vision: what if beauty could give people something back instead of asking more from them? That question became the foundation for Mes°. At Arcaea, we believe biology gives us an entirely new way to think about beauty, not simply by adding another ingredient or another step, but by understanding why something is happening and designing from there. Together, we've brought that perspective to haircare, creating products around the way people actually live." — Jasmina Aganovic, Founder & CEO, Arcaea The Celebrity Haircare Context A Crowded, Proven Cohort Lawrence joins a now-established cohort of celebrity-founded haircare brands: Beyoncé's Cécred, Rihanna's Fenty Hair, Blake Lively's Blake Brown, Jennifer Aniston's LolaVie — and Cardi B, whose Grow-Good Beauty launched in 2026. The pattern is proven: fame builds the first audience, but retention depends on product performance and repeat purchase. That is precisely where the Arcaea partnership matters — the brand's credibility is outsourced, at least at launch, to a biotech platform with Chanel and Givaudan on its cap table rather than to a conventional contract manufacturer. Why This Launch Matters Three Takeaways for the Industry The celebrity playbook is maturing. Lawrence's entry pairs star power with a science platform — a template closer to ingredient-led marketing than to the celebrity fragrance era. Biodesign gets a mass-audience test. Arcaea's B2B ingredient business and niche concept launches (Future Society) now get a celebrity-scale consumer front door — the most visible consumer test yet of "expressive biology." The pitch is time, not transformation. "Give people their time back" is a positioning aimed at routine-fatigued consumers — and it rhymes with the month's other signal from beauty: L'Oréal's ascent past LVMH in market value, driven by exactly this kind of performance-plus-convenience proposition. Join the smartest fashion/tech community worldwide — sign up to the Smart Fashion Council at smartfashioncouncil.com to get rewarded with Talents and start building your Talent Score.