What to Know About Jennifer Lopez’s JLo Beauty Brand

Jennifer Lopez is giving a glimpse at her upcoming JLo Beauty brand.

After announcing in August that she was working on a beauty brand, the music icon shared a teaser video for JLo Beauty on Sunday to her Instagram account with her voiceover stating, “As women, people are so ready to write us off. I just kept waiting for that to happen and then I realized, no, I’m not going to let that happen. It’s about being limitless. It’s about being powerful and understanding. Beauty really doesn’t have an expiration date.”

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A post shared by JLO BEAUTY (@jlobeauty)

Lopez also shared several other photos to her own and her brand’s Instagram accounts, showing her wearing her signature glowing beauty look. She also shared images of her beauty look from Sunday’s E! People’s Choice Awards — where she was honored with the People’s Icon Award — which was created with products from the JLo Beauty brand.

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A post shared by JLO BEAUTY (@jlobeauty)

JLo Beauty is launching on Jan. 1 with skin-care products. While it’s not clear what kinds of products the brand will offer, Lopez is giving fans early access starting on Dec. 8.

Lopez filed a trademark request for the brand on Dec. 24 of last year for makeup and skin-care products, including “skin moisturizers, skin cleansers, beauty masks, non-medicated skin serums and face and body creams,” according to documents filed at the U.S. Patent and Trademark Office.

The multihyphenate has a long history of working in the beauty industry. Lopez is known for revitalizing the celebrity fragrance market with her own namesake line, which has earned over $2 billion in retail sales since its launch in 2002. She recently expanded the franchise with her 25th fragrance, named Promise, which was released last fall.

She also teamed with Inglot Cosmetics in 2018 to create a 70-item collection, dubbed Jennifer Lopez Inglot, where she worked closely with the brand to develop the products. Industry sources estimated the collection would generate $15 million in sales in its first three months on the market.

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Lopez’s brand is the latest addition to the increasingly crowded celebrity beauty market. The brand follows the likes of Rihanna’s Fenty Beauty and Fenty Skin, Kylie Jenner’s Kylie Cosmetics and Kylie Skin, Kim Kardashian West’s KKW Beauty and Lady Gaga’s Haus Beauty, among others.

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