NEED TO KNOW
Jennifer Aniston is one “busy bee.”
As she focuses on post-production for The Morning Show, which premieres Sept. 17, and gets set to also both star in and executive produce an adaptation of Jennette McCurdy’s memoir I’m Glad My Mom Died, there’s yet another task at hand: introducing her hair care brand LolaVie’s latest creation.
In 2021, Aniston founded LolaVie, launching it with a single product, her Glossing Detangler.
At the time she called the 99% naturally-derived spray the “Swiss Army knife” of hair products. She also told PEOPLE exclusively then that she would unveil more products as they met her standards.
Fast forward nearly four years later, and Aniston is welcoming her 12th item, the LolaVie Powder Perfect Dry Shampoo, into the line. And, she says, “there’s a little Swiss Army knife in this one too.”
LolaVie
Creating this dry shampoo “took a while, and it was quite messy, in the best way,” Aniston tells PEOPLE. There was a lot of trial and error to get to the result: a nonaerosol, talc-free formula that makes hair feel clean and adds volume. In a press release, she called it “fresh hair in seconds.”
“We wanted it to be a product that did more than just mask oil. It gives the roots a little lift,” Aniston says.
While her girlfriends and boys were Guinea pigs, she of course, put it to the test, too.
“I used it on a photo shoot a couple of weeks ago, and Chris [McMillan, Aniston’s longtime hairstylist] was dousing my hair with it, and it gave it real texture. It’s multipurpose.”
While the dry shampoo has the “same beautiful scent that we have in our other products” Aniston says that it deviates when it comes to the packaging. “We have a black bottle now, which I love,” she says.
Of the process to create products, Aniston explains. “As a creative, I love that this is just a different version of creating. The development phase is probably my favorite. It’s sort of like why I love the designing of a house: the process of exploring and experimenting and getting it right.”
Since the beginning of LolaVie, Aniston has challenged her team to make natural ingredients perform, whether it’s in a shampoo or a styler. The hard work has paid off.
“Knowing that you can actually get to a result that you want, it just takes a little time, has been really, really wonderful and fun,” Aniston says.
LolaVie
While the stars’ hair has been a topic of conversation for decades, it’s actually a “trouble spot,” for her because “it’s so inconsistently curly, and is very frizz-prone.”
Creating LolaVie was a both a natural progression, and a dream-come-true. “I was always sort of fantasizing about, all through the years of just mixing and matching products to make the perfect one,” Aniston shares.
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Not only do people love her products, animals do, too.
Aniston’s dogs Clyde and Lord Chesterfield, who inspired her series of children’s books, also served as inspiration for LolaVie’s Puppy Love Dog Shampoo, which benefits her animal-focused nonprofit the Clydeo Fund.
LolaVie
Before this call, Aniston watched videos friends sent her of her friends washing their dogs. “Their dogs are fluffier and softer than ever,” Aniston says.
So, yes, Aniston is busy whipping up products for people and animals alike. But adding beauty entrepreneur to her resumé is nothing short of rewarding.
“It’s a big job — a tremendous amount of work — but I love it.”
Shop LolaVie’s Powder Perfect Dry Shampoo at ulta.com and lolavie.com now.
