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written by David on August 26, 2022

Inside Jennifer Aniston’s Vision for LolaVie

Jennifer Aniston talks LolaVie’s first year in business, and which products she plans to develop next.

Her hair, her company, her terms.

As Jennifer Aniston marks the first-year anniversary of LolaVie, her d-to-c hair care brand, she remains as committed to the category — and her vision — as ever.

“The impetus for the brand was that I have a deep investment in hair, for numerous reasons,” said the actress, whose hairstyle as Rachel Green on “Friends” entered the pantheon of iconic styles like the bob and the buzz cut.

“I had really troublesome hair, and always had to deal with it,” Aniston continued. “Then, I worked with a couple of hair companies as an actor for hire with minimal investment. When that partnership came to a close, I still had a serious bug for this industry. I still had more to do, and more ideas, and more products that I wanted to create,”  she told Beauty Inc, referring to her 2012 deal with Living Proof, in which she served as ambassador and product creator .

Aniston exited from Living Proof amid that brand’s 2016 sale to Unilever — but intellectual curiosity in the science of hair care pushed her back into the business.

“I had a certain amount of involvement creatively,” Aniston said of her time with Living Proof. “[When] that ended, I wanted to be brought behind the curtain, into the lab and understand the science — how you can take these ingredients and shampoos that are damaging the hair, ultimately, and replace them with some new molecule that will enhance the health of your hair.”

“I’m not just a name on a product — I have a financial investment, I have emotional investment, and creative investment,” she continued. “It’s a full-time job, that’s the difference.”

Aniston’s timing was spot on. LolaVie launched in 2021 with a detangler — just as prestige hair care was really taking off. The category maintains its position as the fastest-growing in prestige beauty, having grown 24 percent in the quarter ending in June, per data from the NPD Group. According to the same data, “clean” hair care brands comprised almost 25 percent of sales, a 5-point share gain year-over-year.

Moreover, the appetite for celebrity brands shows no signs of waning, although competition has heated up across all categories. As reported by WWD, though, megawatt founders do not a brand make. Among the most successful are those that have a significant involvement from the founders, efficacious products and operational savvy. To that end, Aniston tapped beauty veterans Joel Ronkin and Amy Sachs, both of whom she worked with at Elizabeth Arden on a namesake fragrance, as cofounders, chief executive and president, respectively.

During Year One, LolaVie launched with Glossing Detangler, $25; Perfecting Leave-In, $29, and Lightweight Hair Oil, $32. The products are vegan and cruelty free, and the emphasis is on results. Executives declined to comment on first-year sales, but sources estimate volume will hit between $15 million and $20 million.

“The brand works well, and when you look at Jen, it is characteristic of her,” Ronkin said. “The products are unfussy, and do what they say they’re going to do. That personality reflects her.”
LolaVie has taken a deliberately minimalist approach to expansion, and while Sachs didn’t rule out eventual retail expansion, it’s not on the immediate horizon. “It would be fairly easy for us with our experience to go develop a line of 15 products and go to retail. That would have been one way to launch the brand,” she said. “We made a conscious decision with LolaVie to be direct to consumer, and to allow each product to have its own hero moment in the sun. It also gave us space to let Jen be creative with each product and not launch it until it’s absolutely perfect. We didn’t want to be under a timeline of a retailer.”
Next up are Restorative Shampoo and Restorative Conditioner, $29 each — the bread-and-butter of many a hair care business to round out its assortment.
Despite the business implications, Aniston said that when ideating the brand, shampoos and conditioners weren’t top-of-mind. “It felt a little obvious to start with a shampoo and conditioner, and it also wasn’t what I was interested in. I personally am always in search of a great detangler, which is why we started with that as our first,” she said.
The brand has worked to differentiate itself by developing different ingredients to substitute for category mainstays. For example, bamboo essence stands in the place of water. “We’ve been able to develop all kinds of innovative ingredients, like a vegan keratin alternative so we don’t have to use animal-based products,” Sachs said. “We’ve also developed an ingredient from coconut that’s a natural silicone alternative. We’re able to get all of these luxurious feelings that you get from these synthetic ingredients, but we’ve been able to get them from plant-based ingredients.”
Added Aniston on the coconut-derived alternative to silicones, “It all starts in the kitchen sometimes — I would put coconut oil into my hair to smooth it out, and it would feel so lush,” she said.
“It’s been a tall order to get the products as natural as possible and remove the bad guys, and have the product perform. That took time,” she continued.
More products are in the works for LolaVie’s second year, such as a weekly intensive hair mask and a dry shampoo, according to Aniston, who’s also eyeing a styling paste.
“Our biggest challenge is figuring out where to go next as far as innovation,” Ronkin said. “The consumer wants more and we are meeting that demand, but we’re also making sure that whatever we launch is just right. That’s the balancing act that we’re up against.”
written by David on August 17, 2022

Jennifer Aniston’s Collagen Routine | Vital Proteins

Looking to jumpstart your own collagen journey? Let Jennifer Aniston, Vital Proteins®’ Chief Creative Officer, inspire you with her daily collagen routine. Keep reading below for an exclusive look at her favorite collagen supplements as well as how she adds them to her wellness regimen.

SHOP JENNIFER ANISTON’S COLLAGEN COLLECTION ON VITALPROTEINS.COM.

“I have had a passion for health and wellness for years. I know that this topic can be overwhelming so through this campaign, I want to show simple ways to incorporate collagen into your daily life,” Aniston tells us. “For me, it’s adding it to my morning coffee and replenishing after a workout, but there is truly an option for everyone.”

HOW JENNIFER ANISTON ADDS COLLAGEN TO HER DAILY ROUTINE

VITAL PROTEINS® JENNIFER ANISTON™ PROTEIN AND COLLAGEN BARS

Why They’re A Standout: We collaborated with our Chief Creative Officer to create a delicious protein and collagen bar in three elevated flavors: Peanut Butter Fudge, Cold Brew Coffee, and Dark Chocolate Coconut. The bars are perfect for any time of day: morning, between meals, or on the go — all under 200 calories each.

Jen Says: “I spent the last year collaborating closely with the Vital Proteins team on this new bar collection ($29.99; shop now), helping to handpick the ingredients and flavors that I love.”

VITAL PROTEINS® ORIGINAL COLLAGEN PEPTIDES

Why It’s A Standout: Available in canisters and stick packs, our unflavored Original Collagen Peptides boasts 20g of collagen peptides per serving, plus vitamin C and hyaluronic acid. Because it’s unflavored, odorless and easily dissolves in hot and cold liquids, our Original Collagen Peptides can be easily added to sweet or savory recipes.

Jen Says: “My go-to collagen routine is adding Vital Proteins® Collagen Peptides ($27; shop now) in my morning cup of coffee or smoothie – so easy to use.”

VITAL PROTEINS® CHOCOLATE COLLAGEN PEPTIDES

Why It’s A Standout: Your wellness routine is in for a real treat, courtesy of our Chocolate Collagen Peptides, which provides 20g collagen peptides per serving and a touch of decadence to your favorite collagen peptides.

Jen Says: “These chocolate collagen peptides ($27; shop now) not only has the benefits, but also provides a flavor boost to my smoothie.”

VITAL PROTEINS® LEMON COLLAGEN PEPTIDES

Why It’s A Standout: Introducing NEW Lemon Collagen Peptides! With 20g of collagen peptides per serving and a refreshing, lemon flavor, it’s the tastiest way to zest up your wellness routine.

Jen Says: “There are so many delicious options, including Lemon Collagen Peptides ($27; shop now). I love to stir it into a glass of water in the afternoon for a little something special.”

written by David on July 06, 2022

Jennifer Aniston On Collagen, Her Hair Brand, And What She Misses Most About The Nineties

Hint: It’s not all about Friends.

Like seemingly everyone else these days, Jennifer Aniston is nostalgic for the nineties. “Is it corny if I say I miss Friends?” Aniston wonders aloud, laughing. “You know, more than anything, what I miss about the nineties is that there was no social media. I miss the connection people used to have. And I miss coffee shops.”

Of course, a coffee shop—the iconic Central Perk—figures prominently in the hit show in which Aniston played Rachel Green for ten seasons. And though Friends fever is still going strong eighteen years after the sitcom aired its final episode (nail polish brand Sally Hansen recently debuted a limited-edition collection based on the series), Aniston’s life couldn’t be more different than it was back then. Married and divorced twice, the actor has conquered the big screen (her films routinely gross more than $200 million at the box office), launched a successful haircare brand called Lolavie, and has become somewhat of an icon in the health and wellness world.

One of Aniston’s most recent partnerships in that space is with ingestible collagen brand Vital Proteins (she joined the company as Chief Creative Officer in 2020). The two just launched a collection of protein and collagen bars inspired by Aniston’s morning smoothies. “It makes sense,” she tells Women’s Health of the collab. “I’d been using the product for years before I started working with the brand.”

Here, the star shares wellness musts, what’s coming down the pipeline from Lolavie, and why taking a break from workouts was the best thing she did.

BU: You’ve been using ingestible collagen for a while now—what are some of the benefits you’ve noticed?
JA: My hair is indestructible, and I’ve noticed an improvement in its quality and texture. And, you know, my skin looks better, and my joints feel better. You just notice it. Also, my workouts were wonderfully fueled.

BU: Speaking of workouts, are there any specific ones you’re very into right now?
JA: I always switch it up because I get bored. But, you know, I was away doing a movie for three months and I kind of let my workouts fall to the wayside a little bit. And I have to say, I’ve never done that before. I usually wake up and work out no matter where I am, no matter what time of day it is. I make sure I get at least a good twenty minutes of sweating in. But I didn’t, and I felt such a difference. It really affected me. We were on location, and it was the pandemic, and there was just so much going on. It took everything for me just to get up and go to work. To try to exist when the world was so crazy—it was all too much. Plus, trying to make a comedy when there’s a global pandemic and a war in Ukraine was a lot.

BU: How did it feel to take that break?
JA: I realized that what I really needed more than a workout was a meditation. I mean, we’re so focused on working out, working out, working out, but sometimes you just must give your body a break and listen to what it needs. And sometimes it’s not going to be physical. Sometimes, it’s going to be mental. Sometimes you need to give your body a little R & R.

BU: We love your hair brand, Lolavie. Any new launches coming?
JA: We have an oil that’s coming out in the next few weeks. And we’re also working on a shampoo and conditioner that I am obsessed with. There’s a dry shampoo that we’re trying to perfect and a mask that’s a weekly deep conditioning treatment. I want to do a paste. I’ve got this lots in the works and I’m excited about everything.

BU: Are you a morning person?
JA: I’m never in a bad mood. I’m not a “don’t talk to me in the morning” person. But ultimately, I’m a night owl. I stay up. I love to putter. I love to get things done. It’s quiet. The world’s asleep.

BU: Being a night owl, is there anything that you do in the morning to start the day right?
JA: Usually the first thing I do is meditate. I try to wake up mindfully. I don’t look at my phone, which infuriates everyone. But if it’s a real emergency, people will call me on my home line, right? Yes. I still have a home line.

Women’s Health Mag

written by David on May 09, 2022

Jennifer Aniston Makes Her Bed & Does Chores At Her $21 Million Home In Vital Proteins Ad

The new ad for the protein powder company featured the ‘Friends’ actress showing off some candid and behind-the-scenes looks at all the things she considers ‘vital.’

 

Jennifer Aniston answers the question, “What keeps me vital?” in the new ad for Vital Proteins released on Monday, May 9. The ad showed the 53-year-old actress getting plenty of chores done in her multi-million dollar home, including playing with her dogs, making the bed, preparing smoothies, and working out. It also shows her snacking on some yummy-looking bars from Vital Proteins.

Throughout the voiceover, Jennifer lists tons of things that help her to feel “vital,” while clips of her around the house, as well as photos of her with friends. “Meaningful work, something to be passionate about, something to get better at, time to reflect, play too—so vital. Friends are vital. Community, connection. When big feelings arise, movement is vital. When the pressure mounts, breath is vital. Nowadays, the simple things are vital. A good cup of coffee, silent mode, morning walks with the dogs: vital. Beyond that, it’s rest, water, movement, and Vital Proteins,” she said. Towards the end of the video, Jennifer asked the viewer to think about what makes them feel vital. “What about you? Every moment is vital, because you are vital.”

In an Instagram post, Jennifer called making the ad “fun,” and she seems to be very excited to work with the company. “I spent the last year collaborating closely with the Vital Proteins team on this new bar collection, helping to handpick the ingredients and flavors that I love. I can’t wait for people to try them out,” she said in a press release.

While Vital Proteins must be a great supplement for the Murder Mystery actress, Jennifer also laid out her workout routine, including a cardio exercise on a StairMaster, jumping rope, and much more. a recent interview with First For Women in March. “Changing up my workout routine is key…I always try to surprise my muscles,” she said, while also detailing some of her favorite breakfast recipes.

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