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Jennifer Lopez Reveals Launch Date for Her New Beauty Brand

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Photo by Kevin Winter/Getty Images

I’ll take five of everything.

Update: Good news, people – we’re just a few weeks away from being able to get the JLo glow (and with winter well and truly settling in, it honestly couldn’t come at a better time). Last night, Jennifer Lopez took to Instagram to reveal that her eponymous beauty brand, JLo Beauty, will launch on January 1, 2021.

The Grammy Award winner wrote on Instagram that this brand “isn’t just a passion project, it’s a 30-year dream.” She continued, “I can’t wait to share my skincare secrets with you!” In the accompanying clip, Lopez gave us a glimpse of the kind of empowering messaging her brand will have, saying, “As women people are so ready to write us off and I just kept waiting for that to happen and then I realized, no, I’m not going to let that happen. It’s about being limitless and powerful and understanding that beauty doesn’t really have an expiration date.”

JLo also launched the brand’s website and Instagram page, announcing that fans can get early access to the brand from December 8. She also shared two photos of her look from last night’s People’s Choice Awards so we suspect her new skincare products were at least partially responsible for her stellar awards night glow.

Watch this space.

Original (24/08): If you’ve long wanted to wake up looking like JLo, then you’re about to be one step closer to experiencing that. Over the weekend, Jennifer Lopez announced she is launching her own beauty brand by sharing a sunkissed selfie on Instagram with the caption, “Sunset glow…” followed by “#JLoBeauty coming soon.”

Whilst the Grammy Award-winning artist shared no other details, a closer look at the photo suggests that the line might include bronzer, highlighter and eyeshadow, as well as a neutral lip gloss. It’s not clear whether or not skincare will be part of the line-up but I would honestly buy 100 bottles of whatever JLo is putting on her face in a heartbeat. The post has received over one million likes in the 15 hours since it was posted, suggesting I am not the only one who feels this way.

The line won’t be Lopez’s first foray into beauty however  – back in 2018 she collaborated on a line with Inglot Cosmetics. Plus, let us never forget the Glow by JLo fragrance era of 2002 (what a time that was).

It’s set to be a big few months for celeb-backed beauty brands with the launch of Selena Gomez’s Rare Beauty range mere days away in Canada, as well as Alicia Keys’ forthcoming beauty brand in partnership with E.l.f. Beauty. The latter was announced earlier this month and though no specific product details were revealed, E.l.f. Beauty CEO Tarang Amin said that it is “a culmination of Keys’ personal skincare journey.”

Watch this space for updates.

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