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Jennifer Aniston's debut beauty brand LolaVie has officially launched in the US: a haircare line "made to help your hair feel healthy and look effortless," according to the Instagram post revealing the news.
On her personal page, Aniston explained that the brand's been a labour of love. "This project has been in the works for a long time and I’m so excited to finally be able to introduce it to you. So much hard work from our incredible team went into making this line — and we’re really proud to say it’s been made WITHOUT all the bad stuff… we’re paraben-free, silicone-free, sulfate-free, phthalate-free, gluten-free, vegan… and of course CRUELTY-FREE, because we love our animals."
The debut product is The Glossing Detangler, said to detangle; prime; protect; smooth and add shine to the hair. The monochrome packaging reflects the brand's chic minimal aesthetic across its website and Instagram.
Currently, the product appears to be only available in the United States, but with high demand expressed on social media no doubt there are plans to export, too.
Aniston fans might recall that LolaVie was the name of the perfume she released back in 2010, previously telling the LA Times of the original name choice: "It's a long story and honestly it’s too personal to tell, but it has a special significance."
The actress often shares her skincare routine and wellbeing habits, and co-founded her own haircare brand Living Proof in 2012, which she later sold to cosmetics giant Unilever, WWD reports.
She also holds the title of chief creative officer at Vital Proteins and has been the face of skincare line Aveeno since 2013.
Aniston joins fellow celebrities Hailey Bieber and Ariana Grande who are also launching their own beauty brands this year.
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