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.
“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.”
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, 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.
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