Jennifer Aniston is all about love these days! 💕
, where curious customers can discover it and, inevitably, come to love it. Starting May 1, a range of LolaVie products arrives on Ulta.com and on May 14, the line will hit shelves in more than 1,350 Ulta Beauty stores nationwide. According to Aniston, other retailers vied to bring LolaVie to retail shelves, but none of them had an in-store hair salon, as all of the Ulta Beauty stores do. “You can get your hands on it right away and experience it,” said Aniston.
LolaVie's move into Ulta Beauty is yet another hole in the deflating direct-to-consumer bubble. According to, DTC sales of beauty and personal-care goods peaked in 2020. As digital commerce flourished under pandemic conditions, so did competition, advertising, and market “noise.” In an attempt to sing above it, more and more brands are moving from direct sales into mass retail.
Asked if she has faced any significant challenges with her brand, Aniston considered some of the finer points of beauty product development, like formulating scents and perfecting the slip of her conditioner . But the truth is, nope: She loves it all. “I don’t even think of that as challenging,” she said. “It's a problem-solving situation and I always love problem-solving. Who doesn't?”Read more stories about great hair-care products.
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