Jennifer Lopez is poised to boost the celebrity makeup industry by unveiling her own namesake beauty brand.
The Hustlers superstar, who is nicknamed JLo, teased the new venture with a series of Instagram snaps on Sunday (August 23, 2020).
“Sunset glow… #JLoBeauty coming soon,” she captioned the images, taken as she relaxed in a porch chair and admired the sunset.
In the photos, the singer/actress had her hair pulled back in a bun as she modeled a smoky brown eyeshadow, bronzed cheeks, and a nude lip gloss.
JLo previously hinted at a top-secret project last week (ends August 21, 2020), when she shared a picture of herself in the makeup chair, preparing for what appeared to be a big photoshoot.
“Don’t want to keep you all waiting too much longer….. #SomethingIsComing,” she wrote beside the shot.
Jennifer has yet to offer up any specifics about her forthcoming collection, but according to a trademark application filed in December (2019) and obtained by the New York Post, JLo Beauty will also cover skincare.
The stunner, who turned 51 last month (July 2020), previously revealed her hopes for her own products in late 2018, during an appearance at New York’s The Wing Soho venue.
“I will be coming out with a skincare line. I’ve been working on it for a long time because I don’t want to put (just) anything out,” she said at the time.
“I want (my line) to be something that encompasses all the things I’ve learned and all the secrets I have. And it doesn’t have anything to do with needles. It’s going to be something that works. That’s what you can count on when my name is on something.”
Jennifer has already experienced success in the beauty department after collaborating with Inglot Cosmetics for a capsule collection in 2018, while earlier on in her career, she released a variety of her own perfumes, including the popular Glow by JLo.
When JLo Beauty launches, it will be the latest celebrity offering on the market, which already includes lines from Rihanna, Kim Kardashian, and Kylie Jenner, while Selena Gomez will officially debut Rare Beauty in September.
