Aniston took it to Instagram on Thursday to announce the launch of her upcoming brand with pictures from a photoshoot captioned “Something’s coming.” She was also tagged on the LolaVie Instagram account in the photos.
According to the U.S. Patent and Trademark Office, a trademark was originally filed in July 2019 for LolaVie beauty products such as “lotions for face and body, non-medicated soaps for face and body, non-medicated preparations for the care of the skin, bath gel, deodorant and hair care preparations.”
LolaVie was also the name Aniston used for her first perfume in 2010. The launch of her product line marks her second foray into the beauty industry. Aniston also co-founded haircare brand Living Proof in 2012, which was later sold to Unilever. Over the years, Aniston has also worked with several beauty brands. She signed an endorsement deal with skincare label Aveeno and modeled for the brand for over eight years. In addition, Aniston currently serves as the chief creative officer of wellness supplement brand Vital Proteins.
The launch of LolaVie follows the rollout of other beauty brands by celebrities such as Kim Kardashian West, Kylie Jenner, Jessica Alba, Rihanna, Rosie Huntington-Whiteley, Selena Gomez and Scarlett Johansson.