Jennifer Aniston Is The Latest Celebrity To Enter The Beauty Game

Here’s what you need to know.

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BEVERLY HILLS, CA - FEBRUARY 26:  Actress Jennifer Aniston attends the 2017 Vanity Fair Oscar Party ...

Jennifer Aniston is many things — award-winning actor, pop culture icon, trendsetter — and now, she’s adding yet another accolade to the list: beauty aficionado. The 52-year-old is the next in a long line of celebrities to launch beauty brands. She announced the debut of her brand via a cryptic Instagram post last week — along with a couple of photos showing the star in a studio, she vaguely shared that “something’s coming” in the caption. However, Aniston also tagged the page for her newfound hair care company, LolaVie, which officially launched today, September 8.

It wasn’t initially clear exactly what products the brand would be rolling out, but as seen in documents filed in July 2019, LolaVie applied for trademarks under the categories of face and body lotion, shower gel, candles, and hair care. According to their website, LolaVie is a hair care brand with a focus on science and natural ingredients. “She’s obsessed with medical journals, technological advances, and the latest beauty and health innovations,” the page’s “About” section says of Aniston. “Her vision for LolaVie is to combine the best of science and nature. With this brand, she wants to prove that you don’t have to sacrifice one for the other.” The products are also described as “effective, smart, and unfussy.”

Currently, LolaVie has one product available: the Glossing Detangler. It’s described as “a multitasking, lightweight spray that helps detangle, prime with vegan thermal shield, enhance shine with lemon extract, smooth with a superfruit complex and vegetable ceramides, and protect against damage by harnessing the power of chia seeds.”

Boasting 99 percent naturally-derived ingredients, the detangler (as well as all of LolaVie’s forthcoming products) is vegan, cruelty-free, and made without parabens, silicones, sulfates, phthalates, and gluten.

The Friends actor announced the exciting news on her personal IG as well, sharing a video clip of her getting emotional on the set of a brand shoot. “Hi world! Meet @Lolavie 👋🏼 . This project has been in the works for a long time and I’m so excited to finally be able to introduce it to you,” she said in the post, where she also included some other BTS snaps. “So much hard work from our incredible team went into making this line...Our very first product releases today, but there’s so much more to come. In the meantime...Enjoy!”

Though this is her first major beauty endeavor on her own, Aniston is certainly not a newbie in this space. In fact, it’s not even the first time she’s launched a product under the name LolaVie. A fragrance called LolaVie was released in 2010, but was later changed to Jennifer Aniston by Jennifer Aniston Women due to a copyright issue. In 2012, Aniston co-founded hair care brand Living Proof, which was sold to British conglomerate Unilever in 2016. She’s also been the face of skin care brand Aveeno for several years.

Between these projects and sitting in countless hair and makeup chairs, there’s no doubt that Aniston has picked up a fair share of expertise over the years. Interested customers can purchase the Glossing Detangler ($25) on LolaVie’s website and sign up to be alerted when more products launch — or just stay tuned on social media.

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