LolaVie: is Jennifer Aniston launching her own beauty line?

The new range of beauty products is rumoured to arrive in the US on September 8

Actress Jennifer Aniston is set to launch her own skincare line called LolaVie. Getty Images

Actress Jennifer Aniston looks set to launch her own range of beauty products, under the name LolaVie.

Opting for a stealth approach to the release, the only information so far is an image Aniston, 52, teased on her social media account with the words "something's coming". The post also tagged an account called LolaVie, the name of a perfume Aniston launched in 2010.

The LolaVie account reveals a trio of images, including one of Aniston, and the date 9/8/2021 (in American format), suggesting it will launch on Wednesday. The website of the same name also is wonderfully oblique, offering only an image of bamboo in a science beaker and the words "Naturally You". No other information has been given.

Aniston is no stranger to the world of beauty releases.

Aside from the fragrance, she created a haircare line in 2012 called Living Proof, which she later sold to Unilever. She has also been the face of Aveeno skincare since 2013, and is chief creative officer at Vital Proteins.

With this new venture, however, she will be entering an already very crowded market. Rihanna launched her own highly acclaimed Fenty Beauty line in 2020, as did Alicia Keys, while Kylie Jenner released hers the year before.

This year, Jennifer Lopez, Ariana Grande, Hailey Bieber and Harry Styles have either launched, or are about to launch their own lines.

While we can presume the customer base Aniston is hoping to reach with her products will be significantly older than that of Bieber, Jenner or Grande, the market is already swamped with products.

However, with an already long-standing reputation for a great skin and haircare routine, as this is the woman who spawned "the Rachel” haircut craze of the mid-1990s after all, there will be many women hoping to buy some of Aniston's age-defying looks, in bottled form.