There must be something in the water in LA because nearly every celebrity is launching a beauty brand. Today Jennifer Aniston became the latest A-lister to join the cosmetics industry with the announcement of LolaVie. In a social media post, it appears the brand will officially launch on September 8.

Not much is known about the forthcoming line but judging by the website which features test tubes filled with bamboo and lemons, we could be looking at natural skincare range. She follows the likes of Gwyneth Paltrow and her wellness and natural skincare brand, Goop, that launched way back in 2008.

LolaVie is just over two years in the making with Page Six reporting a trademark for the name was filed in July 2019. The official paperwork reportedly covers areas of face and body lotion, shower gel, candles and hair care. In 2010, the Friends star launched a namesake fragrance which was originally titled ‘LolaVie’ (later changed to ‘Jennifer Aniston’ due to legal reasons) and apparently translates to “laughing at life”.

Aniston joins the likes of Harry Styles, Hailey Bieber, Cardi B who are all reportedly launching their own beauty brands as well as a joint venture between Vanessa Hudgens and Madison Beer.

Rosie Huntington-Whitely launched her eponymous beauty label, Rose Inc, last month. In an interview with GRAZIA, the model and beauty mogul explained she wanted makeup to behave like skincare. So she created her own.

“I spend so much time on my skincare routine and managing my acne-prone skin and then I just go and slap a load of makeup on, which disrupts all that hard work that I’ve been doing – so we wanted to look at makeup and colour products as skincare products. That’s the future of Rose Inc.,” she said.

Is the boom of celebrity skincare just a costly exercise in finding products tailored to the individual? Or are we looking at the renaissance of big and established brands, that desperately need a shake up? Stay tuned.