The newly wed Jennifer Lopez wasn’t going to let her honeymoon with husband Ben Affleck keep her back from making business moves. The actress, singer and businesswoman has debuted a new firming booty balm for her JLo Body by JLo Beauty Brand.
The JLo Beauty brand was launched in 2021, to provide luxurious skin care options at affordable prices for women looking for anti-aging solutions. And now JLo Body is featuring products that will help middle-aged women appear youthful.
The line debuted the JLo Beauty Firm + Flaunt Targeted Booty Balm. Lopez’s Booty Balm also can be applied to the arms, waist and thighs, helping women expand their ability to care for their body daily. Inspired by Lopez’s mother, who was always looking for a remedy for the appearance of cellulite, the beauty product retails at $65 per jar.
“I remember her wishing that there was some magic formula that was just going to make it disappear,” Lopez told People. “It was also the body part that our consumers wanted a targeted treatment for, and they couldn’t find it on the market.”
Lopez’s toning balm was tested by a team of scientists and chemists who experimented with the best ingredients to help women reach their desired results. The balm combines pink pepperslim to fade the look of stretch marks, guarana seed extract, which helps smooth the skin, and peptides to enhance collagen production along with hydrating solutions such as shea butter, hyaluronic acid and squalene.
“Working with scientists, we have found that it really does improve the appearance of the skin,” Lopez told People. “We’re not just taking a random cream and slapping my name on it. “It works.”
Lopez celebrated the campaign’s launch with a series of photographs of herself in the nude. The campaign launch comes just one week after Lopez married actor and producer Affleck in Las Vegas.
“We already have some amazing products targeting tightening and firming for the face, so a product for the body that addressed those same issues was a natural next step for us,” Lopez told People.
Lopez’s products for older women is tapping into a growing market. In 2018, the global anti-aging cosmetics market was valued at $38.62 billion and is projected to reach $60.26 billion by 2026, according to Fortune Business Insights.
“A lot of people invest in skincare for their face, but they don’t invest in self-care and skincare for their body,” Lopez told PEOPLE. “I want to normalize taking care of yourself. It’s not a selfish thing. It’s a nourishing thing. If you can’t take care of yourself, you certainly cannot take care of anybody else.”
The expansion of her beauty brand is just the latest venture to help grow her $400 million empire.
