“Beauty Doesn’t Have an Expiration Date” — JLo’s Beauty Line Is About to Drop

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JLo Beauty brand
Photo: Courtesy of @jlobeauty

What we wouldn’t do to get that legendary JLo glow, bottled. Well, that’s exactly what we’re about to get, as Jennifer Lopez has finally revealed the details of her new skincare brand, JLo Beauty. “For years, the number one question I’ve been asked is what I do with my skin. People wanted to know, so I felt an obligation to put it in a bottle and say, okay, this is what I do with my skin!,” the pop-star/actress/fashion designer/now beauty mogul revealed on Instagram. We can’t say we’re surprised, because that literally is the question we’ve sought the answer to for years. Especially when Lopez revealed that she’s never touched Botox or fillers in her life. That deserves a mic drop right there.

Last week, the 51-year-old (yes, you read that right) finally revealed the line-up and details of her namesake beauty line, which – unsurprisingly – is all about that glow. “I’ve poured everything I know and ever learned about skincare into creating products that deliver the best results. I am so excited to finally share them with all of you,” she announced.

JLo beauty products
Photo: Courtesy of @jlobeauty

Launching with eight hero products, there’s a multi-tasking sheet mask (“The best mask I’ve ever, ever tried,” according to Lopez), a gel-cream cleanser, an eye cream, a glow-inducing serum, a broad-spectrum SPF30 moisturizer, a plumping and brightening “wonder cream”, a liquid highlighter, and a dietary supplement to boost your glow from the inside out. Basically, it’s your one-stop-shop to superstar skin, and we are so, so in.

What is surprising, however, is the huge focus on natural ingredients. In particular, the humble olive oil, which is the star in Lopez’s unique skincare complex. “I’ve tried everything from drugstore products to the most expensive products. What I went back to were basically secrets my mom taught me when I was young. Like how olive oil was a cure-all for your hair, your skin, your nails, your body. It’s nature’s magic ingredient! That’s the thing that makes your natural glow. It’s pretty simple – these things work! For sure. Without a doubt.” We know what we’ll be stocking up on until the brand drops…

JLo beauty brand launch
Photo: Courtesy of @jlobeauty

The packaging screams Lopez-luxe, with its golden metallic finish and glow to rival the superstar’s skin. And although they look all shiny and super expensive, price point was a serious concern for Lopez. Her “love don’t cost a thing” and all that, remember? “I had holes in my shoes growing up, and I wanted to have nice things. So, for me, it was important that JLo Beauty be luxurious but also affordable,” she explains. The most expensive product, the ‘That JLo Glow Multitasking Serum’, comes in at $79 (AED290), so it’s not quite a budget line, but it’s not big bucks either.

As women, people are so ready to write us off once we’re past 25, 35, and I just kept waiting for that to happen. Then I realized, NO – I’m not going to let that happen!

Formulated for women of all skin types, ages, colors, and nationalities, this really is a brand created by a (super)woman, for women. “As women, people are so ready to write us off once we’re past 25, 35, and I just kept waiting for that to happen. Then I realized, NO – I’m not going to let that happen! One of my biggest affirmations is that I’m youthful and timeless at any age. It’s about being powerful, about realizing your own worth. About taking care of ourselves, being loving to ourselves. Beauty really doesn’t have an expiration date.” We couldn’t say it better ourselves.

JLo Beauty launches on 1st January 2021 on www.jlobeauty.com.

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