Big news: Singer and actress, Jennifer Lopez, teased her upcoming makeup and skincare line, JLo Beauty, on Instagram last week. Along with a series of sunset selfies in her signature bronzed beauty look, the images were captioned with: “Sunset glow… #JLoBeauty coming soon.”

Fans know that Jennifer is already somewhat of a beauty mogul. She has a long history of creating and collaborating with beauty brands. To start, Jennifer has had her own wildly successful fragrance range for more than a decade. Promise, her 25th scent, launched last year to much fanfare. Her perfume line was first produced with Coty, Inc. and sold to Designer Parfums in 2017. Jennifer is also a face of L’Oreal Paris, which has given the pop star insight into the structure of how makeup launches work. In April 2018, she also collaborated with global beauty brand, Inglot Cosmetics, on a limited-edition collection of cosmetics. Jennifer announced the partnership via Instagram before the collection dropped. It stands to reason that her experience with so many facets of the beauty industry will likely inform this new range.

According to a trademark filed in December 2019 with the United States Patent and Trademark Office, JLo Beauty will include cosmetics—possibly the bronzer, lip gloss, bronzer and highlighter she wears in the selfie announcement.

This isn’t the first time Jennifer has hinted at a new beauty brand. In late 2018, she spoke to R29 about creating a skin care line while she was promoting her film, “Second Act”. Jennifer told moderator Yari Blanco, “I will be coming out with a skin care line. I’ve been working on it for a long time because I don’t want to put [just] anything out…I want it to be something that encompasses all the things I’ve learned and all the secrets I have. And it doesn’t have anything to do with needles.”

Lopez’s line is sure to resonate with consumers. Far before the expression became as common as it is today in beauty parlance, JLo was glowing. Lopez is known for her glow (coined the JLo glow). From her gleaming limbs to her softly highlighted cheekbones, the combination of the two became a coveted beauty look to replicate—securing her decades-long spot as an icon.

Stay tuned for more details.


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Sunset glow… #JLoBeauty coming soon

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