Although 2020 will be remembered as the year of a lot of things, I think it will definitely stand out as the year of the Celebrity Beauty Brand. We’ve had Lauren Conrad Beauty, Rare Beauty by Selena Gomez, and Makeup by Mario… And those are just the ones from the past few months that are top of mind. (Of course you can read my full reviews of Lauren Conrad Beauty here, Rare Beauty by Selena Gomez here, and Makeup by Mario here.) And now, with the holidays right around the corner, JLo Beauty has entered the chat.
What is JLo Beauty?
At first I thought JLo Beauty was going to be makeup. But that’s just my knee jerk reaction when someone says they’re launching a line with “beauty” in the name. However, after the two most recent award shows, JLo’s makeup artist in combination with my beloved Pat McGrath shared the list of makeup products that were used for her look, along with a tutorial. And before you say she could just be wearing those products and not her own… 1. That would be really terrible from a branding perspective. 2. The photos said she was wearing JLo Beauty products. So that basically crossed makeup off the list. At least for now.
Next I heard body glow. However, JLo has promoted Scott Barnes’ Body Bling for so many years, I find it very hard to believe she’d launch a competing product. But I could see like a shimmer body oil or maybe a glow dust or something.
Of course that leaves skincare! It has officially been announced that the maiden voyage for JLo Beauty will be a foray into the skincare world.
The launch date has officially been announced as 1/1/2021, but you can sign up for early access on 12/8/2020. So we don’t have to wait too much longer to find out the secret to JLo’s ageless glow. Of course JLo Beauty products will be available at both the JLo Beauty website and Sephora (1/14).
What products are in the new JLo Beauty line?
Update: We have official product details! Here are all of the products in the JLo Beauty line:
- Multitasking Serum – THAT JLO GLOW
- Multitasking Mask – THAT LIMITLESS GLOW
- Broad Spectrum SPF 30 Moisturizer – THAT BIG SCREEN
- Wonder Cream – THAT BLOCKBUSTER
- Gel-Creme Cleanser – THAT HIT SINGLE
- Eye Cream – THAT FRESH TAKE
- Complexion Booster – THAT STAR FILTER
THAT JLO GLOW Multitasking Serum and THAT BLOCKBUSTER Wonder Cream will be available for preorder starting 12/8. No word on pricing yet, but I’ll update that information as soon as it’s available.
According to the Sephora website, “Jennifer obsessed over every aspect of this simple system, making sure each clean, clinically tested formula packs potent, powerful ingredients — and her family secrets — in luxurious textures she personally loves with the brilliant benefits you deserve.”
First, I love that this hints that the products will be clean. Lately I’m all about clean skincare and clean makeup, and the products just keep getting better and better. Plus you have to love products with “potent, powerful ingredients”. As of right now, I think I’m most excited about the Multitasking Serum and the Eye Cream. I’ve been looking for a good eye cream forever. I either find that I get bad results or negative results from eye creams. Nothing with a positive result yet. So here’s hoping JLo can help me get great results with a gorgeous glow!
At first, I was kind of disappointed that this much-hyped launch was “just skincare”. But I do have to admit, the concept is growing on me. After all, if anyone knows good skincare and taking care of yourself, it’s JLo. Plus I really hope with all of the focus on “beauty is ageless” and “you’re only as young as you feel”, that there is an “anti aging” focus to these products. Because if these products can help me look like JLo when I’m 50, I’m ALL in.
What do you think of the launch of the new JLo Beauty line? Let me know in the comments below!
*All photos credited to JLo Beauty. All edits were made by me.
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