'Queer Eye' Star Jonathan Van Ness to Launch 'Inclusive' Haircare Brand

by Matthew Wexler

EDGE Media Network Contributor

Monday January 18, 2021

"Queer Eye" co-host Jonathan Van Ness isn't letting a global pandemic slow him down. The grooming guru recently announced a new haircare brand in collaboration with beauty brand Biossance's parent company, Amyris, to develop his own collection.

"This haircare line is my new baby and this team is the only one I trust to develop a line of products that carries my name and ethos. Together, we're developing a haircare line that will be inclusive for all people, effective for all hair types and sustainable to our gorgeous Earth," Van Ness posted to Instagram. "We're ready to revolutionize the haircare industry and can't wait to share it with you later this year."

"Haircare is one of the fastest-growing categories in beauty," John Melo, president and chief executive officer of Amyris, said in a release as reported by Paper. "And we are aiming to lead a significant shift in the industry via this partnership with Jonathan."

Amyris is part of a steadily growing segment of the beauty industry, with a global market projected to reach more than $94 billion in 2021.

Of course, Van Ness isn't the first queer pop culture personality to have their hand at haircare. Rosie O'Donnell's stylist David Evangelista (who earned five Emmy Award nominations for his hairstyling on her daytime talk show) once had a popular line that was sold on QVC and HSN.

Other beauty products, such as perfume, cologne, skincare and makeup lines, have also proven to be financial fodder for celebrities looking to diversify their brands. Harris Reed just announced a capsule collection with MAC Cosmetics. Pharrell Williaml's "all-gender" skincare line Humanrace immediately sold out after its November 2020 launch. Even Miss Piggy has joined the ranks, releasing a range of products with Ciaté London including Piggy Power lipstick and All About Moi! blush palette. Kermit declined to comment.

Matthew Wexler is EDGE's Senior Editor, Features & Branded Content. More of his writing can be found at www.wexlerwrites.com. Follow him on Twitter and Instagram at @wexlerwrites.