Jennifer Lopez teases new brand JLo Body with bikini video
Jennifer Lopez is preparing to expand her JLo Beauty brand in a big way.
The sexy superstar teased a new project on Instagram Tuesday, posting a video of herself modeling a slew of different bikinis and skin-baring stage costumes over the years.
“#SummerOfBooty #SomethingIsComing,” 52-year-old Lopez captioned the clip, tagging her skincare company.
Set to her song “Sexy Body” featuring Pitbull, the video featured flashing text of just three words: “Body,” “JLo” and “Booty.”
Sure enough, according to documents from the United States Patent and Trademark Office obtained by Page Six Style, Lopez’s camp filed applications to trademark both “JLo Body” and “Body by JLo” in February.
According to the filings, the “Hustlers” star’s new venture could include “oils, tanning, creams, balms, treatments, serums, lotions, bronzers, sunscreen [and] polishes/scrubs” — in other words, products to treat her fans from head to toe.
Launched in January 2021, JLo Beauty currently offers items including a cleanser, eye cream, SPF moisturizer, serums and sheet masks, with prices ranging from around $36 to $79.
It remains to be seen whether Lopez’s body care products will include the same proprietary JLo Beauty Olive Complex as her facial offerings. The multi-hyphenate has often credited her seemingly ageless appearance to olive oil and diligent sunscreen use rather than Botox, which she’s said she’s never used.
“I’m not that person. I don’t have anything against people doing that; it’s just not my thing,” Lopez told editors during a Zoom call ahead of JLo Beauty’s launch.
“I’m more about a natural approach to skincare … but I want [my products] to work. I want the hyaluronic acid in there. I want the things that are going to help, because I don’t want to have to go to the needles at some point. I’m not saying one day I won’t, but I haven’t yet.”