Jennifer Lopez introduced JLo Beauty in January 2021—and is expanding to body care. The celeb is launching JLo Body.

The brand says it’s ‘skincare for the body,’ and a clinically backed line of high-performance products that deliver visible results. New product textures and active ingredients deliver powerful results.

Lopez says, “We give all this care and attention to the skin on our face, but we sometimes neglect the body. It was important to me to create a skincare routine for the body to address its specific and unique needs. It’s all the power and science behind JLo Beauty… now for body.”

The line includes Firm + Flaunt Targeted Booty Balm—the first clinically tested formula to launch under the JLo Body franchise. The ‘booty’ product is proven to firm skin’s appearance, help improve skin elasticity, and fade the appearance of stretch marks in targeted areas like the booty, hips and thighs with a blend of powerful active ingredients like invigorating Guarana Seed Extract and Pink Pepperslim.

On July 24th – Jennifer’s birthday – the superstar gave new meaning to the “birthday suit” by baring it all to mark the launch of JLo Body as part of an omnichannel marketing campaign.

The launch campaign includes bi-coastal billboards, print ads, e-mail, SMS, exclusive social content, LIVE moments with Jennifer, influencer campaigns, activations with exclusive retailer Sephora, and partnerships with select JLo superfans – all in an effort to celebrate the brand founder’s mantra—”Beauty has no expiration date.”