Jonathan Van Ness Talks JVN

is a versatile, powerful accessory, and it has an incredible ability to improve our confidence,” says Van Ness, who has worked with the gamut of clients on, including those who had given up on their hair completely by neglecting to wash it or preferring to cover it up with a wig. “It’s such an intimate relationship, and I want to empower people with more knowledge about how to care for it.”

In order for JVN — which includes shampoos, conditioners, treatments and styling products — to be as inclusive as possible, Van Ness, who is nonbinary and uses all pronouns, looked beyond gender lines and clichéd hair types. Instead, he focused on creating formulas that would function more like skincare in order to treat the hair and scalp for long-term health. “In reality, hair is hair is hair,” he says.

, all hair has the same concerns. Either it’s too dry, it lacks strength or it needs more bulk and volume.”Van Ness was inspired to make hemi-squalane the star ingredient of the JVN line after seeing the miracles it worked on the breakage along his own hairline after years of intense grooming in the name of being TV-ready. “I went from regularly wearing a gentle yogi pony to heat styling my hair every single day on,” he says.

Before starting his television career, Van Ness put in years of work sharpening his hair skills, including studying at an Aveda Institute. After apprenticing and working for various salons, he opened his own space with a friend while living in L.A. He still cuts and colours clients’ hair from time to time, but it’s his friends and family who benefit most from regular attention while he tests his new JVN concoctions.

The hair’s integrity is important to Van Ness, who has spoken out about his own struggles with psoriasis and fears about genetic hair loss. The latter is only one of the reasons he prefers to wear his natural curls down to his shoulders. “I grew up in a really small, conservative town, so being able to grow my hair long when I was younger was never an option,” he says.

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