Jennifer Lopez Is Officially Launching JLo Beauty [UPDATE]

UPDATE (November 16, 2020): We've had nearly three months to contemplate what Jennifer Lopez was cooking up with her new brand, JLo Beauty. The selfie she posted with August's announcement had plenty of people understandably imagining it would be a makeup line, considering her bronzer-centric look and deep eye shadow. But it turns out, much to no one's disappointment, that JLo Beauty will be skin care.

"This isn’t just a passion project, it's a 30-year dream. I can’t wait to share my skincare secrets with you!! JLO BEAUTY DROPS 1/1/21. ✨ Get early access 12/8," Lopez wrote in the caption of a video posted to her Instagram grid. In it, she's glowing (as per usual), lounging in the water and up against a wall.

The video is also shared on the official JLo Beauty Instagram account, which already has more than 130,000 followers. There, you'll find several more videos, including one that appears to show a bottle emerging from golden waves.

It's unclear what the bottle represents — no details have been given about the specific products yet. However, jlobeauty.com is up and running and accepting email addresses and phone numbers for early access. The soonest we can expect details, based on Lopez's post, is December 8, a few weeks before the New Year's Day launch. Until then, we'll keep imagining what may be in store, confident that it's going be something that makes us glow. 

This post originally appeared on August 24, 2020:

Jennifer Lopez is no stranger to the beauty industry. She has launched more than two dozen fragrances, had a blockbuster makeup collaboration with Inglot, and has probably inspired millions in hair-extension sales. Nearly two years ago, she said she'd be launching a skin-care line, and we've been waiting with bated breath ever since for what felt like an actually-asked-for celebrity beauty brand. And now, it looks like we may finally be getting that and more.

Lopez took to Instagram to post a couple of beautifully bronzed selfies, writing in the caption, "Sunset glow...#JLoBeauty coming soon."

And that #JLoBeauty hashtag isn't just a vague concept — it's an actual brand. On Monday, Allure received an email from the PR firm that will be representing JLo Beauty. It's really happening.

Unfortunately, the firm couldn't share more information other than it's "coming soon." The @jlobeauty Instagram account has existed since April 2018, when Lopez's Inglot collection was announced, and it hasn't been updated for nearly a year, last posting a behind-the-scenes shot of a fragrance campaign. The trademark for JLo Beauty was filed in December 2019, and it reads as a catch-all for virtually every kind of skin-care product (it lists "skin moisturizers, skin cleansers, skin creams, non-medicated skin-care preparations, cosmetic creams for skin care; beauty creams, beauty soaps, beauty bars, beauty gels, beauty lotions, beauty masks; skin-care products, namely, non-medicated skin serums; body and beauty care cosmetics; face and body beauty creams). However, from the look of the selfies, it seems there may very well be makeup involved, too.

For now, we'll just have to wait — hopefully not much longer — and see. But the excitement is understandably intense as the anticipation builds. "GIRL WHATTT OMG," one fan wrote in the comments, while another said, "YAY JLOBEAUTY IM READY...YOU ARE SO BEAUTIFUL."

As soon as we know more, you can be sure we'll share it right here.

More on Jennifer Lopez:

• Social Media Is Losing It Over Jennifer Lopez's Latest Makeup-Free Selfie

• Scott Barnes Is Launching 26 New Liquid Lip Colors Inspired by Jennifer Lopez

• Jennifer Lopez’s Space Buns Hairstyle Are Making Us Nostalgic for the ‘90s

Now check out this Olympic surfer's entire routine:

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