Jennifer Lopez Just Revealed JLo Beauty Is Coming Soon

Jennifer Lopez is no stranger to the beauty market. She’s established over two dozen aromas, had a blockbuster cosmetics alliance with Inglot, and has probably prompted countless hair-extension sales. Almost two decades back, she said she would be starting a skin-care lineup, and we have been waiting with bated breath ever because for what felt like a actually-asked-for celebrity beauty manufacturer. And today, it seems like we might finally be getting more and that.

Lopez chose to Instagram to post a few beautifully bronzed selfies, composing in the caption, “Sunset glow…#JLoBeauty coming shortly.”

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 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 only 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.

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