There has to be something about these mids in Los Angeles because almost every celebrity is launching a sweets brand. Jennifer Aniston has become the latest star to join the cosmetics industry with the announcement of LolaVie. In a social media post, it appears that the brand will officially launch on September 8.

While the 52-year-old “Friends” star hasn’t shared more details about her upcoming works, LolaVie’s website shows test tubes filled with bamboo, lemon, and water, presumably hinting at all-natural skincare. Aniston follows Gwyneth Paltrow and Goop, the wellness and natural skincare brand launched in 2008.

In addition, according to the documents obtained by Page Six Style, an application was made for the trademark registration of the LolaVie name in the fields of face and body lotion, shower gel, candles and hair care in July 2019.

It makes sense for the star to step into the world of cuteness. Jennifer has been applauded for her glowing skin for years. But since Aniston’s cryptic posts only mock “something’s coming” by backsliding the famous blonde, it might all make sense.

While this will be Aniston’s first foray into a full-blown sweets business, she also holds the title of chief creative officer at Vital Proteins and is the longtime face of Aveeno. He released a perfume called LolaVie in 2010 and explained that it means “laughing at life”, but later changed the name of the fragrance to “Jennifer Aniston” due to conflicts with a similar brand.

“It’s a long story and, to be honest, it’s too personal to tell, but it has a special significance,” he said during the original name selection.


Despite her enviable looks that will be flooded with fans, Aniston has fierce competition in the celebrity skincare space; Hailey Baldwin and Ariana Grande prepare to start cosmetics companies this year, while Kim Kardashian is expanding into skincare. Rosie Huntington-Whitely launched Rose Inc, her eponymous sweets brand, last month.

Paltrow, Rihanna, Jennifer Lopez and Kylie Jenner are in the midst of other stars who are already dominating the game.