We’re not quite sick of celebrity beauty lines, and thankfully so — today marks the launch of the next big celebrity beauty brand, this time, from America’s Sweetheart, Jennifer Aniston. Unlike The Other Jennifer‘s beauty brand, LolaVie is a haircare brand made up of plant-based, naturally-derived ingredients, formulated without parabens, silicones, sulfates, phthalates, and gluten.
Aniston first hinted at the launch of LolaVie on Instagram last week with the cryptic caption “Something’s coming,” and the brand announcement came on the LolaVie Instagram, reading “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.” Unlike other celebrities jumping into the beauty world, Aniston has history here. She previously co-owned haircare brand Living Proof before it was acquired by Unilever in 2016, and recently became Chief Creative Officer for Vital Proteins in 2020 — not to mention her history as an ambassador for Aveeno and smartwater.
If the name “LolaVie” sounds familiar to you, it’s likely because Aniston is being a bit of a Lizzie McGuire Outfit Repeater. Back in 2010, the actress created Jennifer Aniston Fragrance, which was originally named, you guessed it — LolaVie. The name itself has personal meaning to Aniston, but she’s never revealed what it means. In an interview with Los Angeles Times, she explained “It’s a long story and honestly it’s too personal to tell. But it has special significance.”
LolaVie’s first launch is one product, a Glossing Detangler, a lightweight, multi-use hairspray — it can be used as a detangler, hairspray, or heat protectant and is full of ingredients you recognize like chia and bamboo. The brand is sure to emphasize that there are many, many more products on the way, so don’t panic.