Jennifer Aniston Has Been Teasing a Major New Project—& We Finally Know What It Is

It seems a Friends reunion isn't the only surprise Jennifer Aniston had in store for us this year.

After teasing a brand-new project last week, the 52-year-old actress finally revealed that she’s launching a natural haircare brand: LolaVie. Aniston announced the exciting news on Instagram and shared a slideshow of videos and photos documenting the brand’s debut.

The caption read, “Hi world! Meet @Lolavie . 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, phthalates-free, gluten-free, vegan… and of course CRUELTY-FREE, because we love our animals. Our very first product releases today, but there’s so much more to come. In the meantime... Enjoy!!”

We’re not totally surprised by the announcement, especially since Aniston previously teased a new project on social media. Earlier this month, the actress posted a series of mysterious photos to her Instagram account, along with the caption, “Something’s coming.” In both of the photos, Aniston has her back to the camera, but she is seen sporting a black blazer and miniskirt, along with some stiletto heels and gold jewelry. The pics feature her walking around and lounging in a big chair.

Although Aniston did not give any indication as to what these images were for, the visible cameras in the corners of the first pic suggested that she was filming something, or perhaps doing a photo shoot.

The only clue the actress offered was a tag to the LolaVie Instagram account. On the page, they posted three vague images, including one snap of a plant sitting on top of books, another with the brand name on a wet strip of paper and finally the same photo of Aniston lounging in a chair that the star shared to her account.

Each photo was captioned with the date, “09.08.2021.”

Pleased to meet you, LolaVie.

Stay up-to-date on every breaking celebrity news story by subscribing here.


Associate Editor, News and Entertainment

Joel is the Associate Editor for News & Entertainment and has been reporting on all things pop culture for over 5 years. Before working at PureWow, he served as a Features...


Senior Editor

Greta Heggeness is a California-based editor at PureWow and has been writing about entertainment since 2015. She covers everything from awards shows to exclusive celebrity...