Jennifer Lopez attends the 2020 Film Independent Spirit Awards in Santa Monica, California. TNS
It's common practice for Hollywood biggies to venture into the lucrative beauty business.
And now joining a long line of celebs who have launched their own cosmetic brands is Jennifer Lopez.
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It’s finally happening — you too can get that ageless JLo look.
Earlier this week, the actress/singer teased the launch of her namesake cosmetics line, JLoBeauty, on Instagram.
The tease was accompanied by a series of golden-hour selfies that were heavy on the glam and scant on the details.
“Sunset glow … #JLoBeauty coming soon,” the 51-year-old entertainer wrote, wearing a full beat of make-up.
Details beyond that were minimal, but the line appears to include make-up and skincare products.
A December 2019 filing for “JLO BEAUTY” with the U.S. Patent and Trademark office also hinted at the brand’s potential offerings.
Here’s what fans can expect, according to the filing: “Cosmetics; skin moisturizers, skin cleansers, skin creams, non-medicated skin care preparations, cosmetic creams for skin care; beauty creams, beauty soaps, beauty bars, beauty gels, beauty lotions, beauty masks; skin care products, namely, non-medicated skin serums; body and beauty care cosmetics; face and body beauty creams.”
In late 2018, the “On the Floor” singer said she had been hard at work bottling up her fountain of youth, telling Refinery 29 that the line is “going to be something that works. That’s what you can count on when my name is on something.”
The indefatigable performer has already amassed a fortune in the fragrance business, launching her 25th perfume, “Promise,” in September.
The “Hustlers” star joins a number of entertainers who have segued into the beauty business, including Rihanna, Kim Kardashian, Kylie Jenner, Ariana Grande, Lady Gaga, Jessica Alba, Millie Bobby Brown and Drew Barrymore.
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Opening up about her body image issues, Lively wrote a candid post on Instagram, stating, ‘It doesn't send a great message to women when their bodies don't fit into what brands have to offer. It's alienating and confusing.’
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