JLo Beauty

What JLo Beauty does

JLo Beauty is a US-based, privately held direct-to-consumer skincare brand founded in 2020 by Jennifer Lopez and operated as JLO Beauty & Lifestyle, LLC from Los Angeles. The company sells high-performance facial, body, and accessory skincare products to individual consumers in the United States, positioning around clinically tested actives (retinal, bakuchiol, vitamin C, glycolic acid, niacinamide, peptides, hyaluronic acid) anchored by its proprietary Terralume™ Complex — a 4-part olive-derived blend of squalane, fermented oil, extra virgin oil, and leaf extract.

The product portfolio spans ~22 SKUs organized around the AM + PM Radiance Routine system, with hero items including the Gel Cream Cleanser (That Hit Single®), Brightening Serum (That JLO Glow®), Hydrating Cream (That Blockbuster®), SPF 30 Moisturizer (That Big Screen®), and the newly introduced Retinal + Vitamin C Power Serum (That JLO Fusion™). Adjacent lines cover eye care, lip care, masks, body serums/creams, and professional-grade application brushes. Clinical claims cite 8-week study results showing 97% of users reporting firmer skin and 94% reporting more radiant skin, with 16,000+ reviews and 10,000+ five-star reviews across channels.

Revenue is generated through two streams: one-time DTC purchases and a subscription/membership replenishment program (auto-delivery every 2–3 months at ~15% discount). Distribution runs through the owned jlobeauty.com storefront, Amazon, TikTok Shop, and a Rakuten-managed affiliate program, supported by a returns-processing warehouse in Groveport, OH. Marketing is celebrity- and content-led, leveraging Lopez's personal brand, an educational blog (The Glow Guide), social media (Instagram, TikTok), and earned media in Harper's Bazaar, Allure, Vogue, and Glamour. The company does not currently ship outside the United States, has no disclosed institutional funding, and operates with 11–50 employees.

Name

JLo Beauty

Legal name

JLO Beauty & Lifestyle, LLC

Website

https://jlobeauty.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

JLo Beauty is a US-based direct-to-consumer skincare brand founded in 2020 by Jennifer Lopez, selling clinically formulated facial, body, and accessory products centered on its proprietary Terralume™ Complex through owned e-commerce, Amazon, TikTok Shop, and a subscription replenishment program.

Ownership category

akta.pro rank

Product category

Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)

akta.pro secondary industry

Eye & Lip Skincare (CRABAAAC)

Keywords

• Anti-aging skincare
• Facial serums
• Moisturizing creams
• Skincare routines
• Beauty products

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchases of individual skincare products and bundled routines sold through owned e-commerce storefront (jlobeauty.com). Products include cleansers, serums, moisturizers, SPF, eye care, masks, and body care items.
2. Subscription Membership: Auto-delivery subscription program with approximately 15% discount on replenishment orders. Customers receive recurring shipments every 2-3 months with flexibility to adjust, skip, or cancel. This creates predictable recurring revenue while ensuring customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

JLo Beauty is a high-performance skincare brand founded by Jennifer Lopez that designs, formulates, and sells face and body skincare products built around its proprietary Terralume Complex — a 4-part olive-derived blend. The line spans cleansers, serums, moisturizers, SPF, eye care, masks, lip treatments, body care, and professional application brushes, sold individually or as curated AM/PM routine kits.

Product overview

JLo Beauty is a high-performance skincare brand founded by Jennifer Lopez, offering a comprehensive portfolio of face care, body care, and tool products centered around the proprietary Terralume Complex™ — a 4-part olive-derived blend of squalane, fermented oil, extra virgin oil, and leaf extract. The core offering is the AM + PM Radiance Routine system, a 6-piece kit combining morning products (Gel Cream Cleanser, Brightening Serum, Hydrating Cream, SPF 30 Moisturizer) with the Retinal + Vitamin C Power Serum for evening use. The product line spans facial treatments including serums, moisturizers, eye care, masks, and lip treatments; body care including serums and creams; and professional-grade application brushes. Products are positioned as scientifically-formulated, clinically-tested skincare with visible results in 8 weeks, backed by over 10,000+ five-star reviews and featured in publications including Harper's Bazaar, Allure, Vogue, and Glamour.

Differentiator

Problem solved

Functional benefit

Products and services

• AM + PM Radiance Routine A complete 6-piece daily ritual combining morning products (Gel Cream Cleanser, Brightening Serum, Hydrating Cream, SPF 30 Moisturizer) with the Retinal + Vitamin C Power Serum for evening use, designed for consumers seeking an all-in-one anti-aging and radiance routine.
• AM Prep & Protect Routine A three-step morning routine including Brightening Serum, Hydrating Cream, and SPF 30 Moisturizer for daytime hydration, brightening, and protection.
• PM Repair & Renew Routine An evening routine that cleanses, renews, and restores skin while sleeping.
• Body Essentials Kit A body care trio for exfoliation, smoothing, and hydration from head to toe.
• Retinal + Vitamin C Power Serum (That JLO Fusion) An advanced nighttime serum combining encapsulated retinal and bakuchiol to reduce fine lines and firm skin, with vitamin C for brightening and glycolic acid for resurfacing.
• Brightening Serum (That JLO Glow) A mega-rich multitasking serum with Terralume Complex delivering surface tightening, visible lift, Japanese rice sake ferment for brightening, and all-day hydration.
• Hydrating Cream (That Blockbuster) A hyaluronic acid-fueled moisturizer with peptides, niacinamide, and carnosine supporting elasticity and reducing fine lines, powered by proprietary Olive Complex.
• Gel Cream Cleanser (That Hit Single) A sulfate-free gel-to-cream cleanser powered by glycolipids that removes makeup and impurities while maintaining skin's natural moisture with Terralume Complex.
• Broad Spectrum SPF 30 Moisturizer (That Big Screen) A lightweight whipped sunscreen protecting against UVA/UVB rays, street pollutants, free radicals, and blue light damage with licorice root and hyaluronic acid complex.
• Eye Cream (That Fresh Take) An eye brightening cream with patented peptide sequence and blurring complex to reduce fine lines and visibly mask dark circles.
• Firming Neck Serum (That Spotlight Silhouette) A specialized serum targeting the neck area for firming and sculpting benefits.
• AHA + BHA Overnight Serum (That Overnight Hustle) A potent overnight resurfacing serum with alpha hydroxy acids (AHAs) and beta hydroxy acids (BHAs) for gentle exfoliation and renewal.
• Ultra-Hydrating Lip Mask (Beso Balm) A multi-tasking buttery balm functioning as daytime gloss and overnight intensive lip mask with ultra-hydrating emollient blend.
• Complexion Booster (That Star Filter) A sheer liquid highlighter with light-bouncing mineral pigments and vitamin E providing antioxidant protection and customizable shimmer in 4 shades.
• Ultimate Body Serum (Tighten + Tease) A body treatment serum for firming and toning benefits for skin beyond the face.
• Hydrating Body Cream (Smooth + Seduce) A body cream for lasting hydration, smoothness, and radiance for head-to-toe care.
• Targeted Booty Balm (Firm + Flaut) A specialized body contouring cream for targeted skin firming.

Quantifiable outcome

• 97% of users saw firmer skin
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Tech Bay LeafminorGTM or Marketing PartnerCreative agency based in San Francisco specializing in emotion-driven advertising. Work with JLo Beauty on storytelling, visual design, and strategic execution for beauty industry campaigns.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Honest Beauty: Jessica Alba's clean-beauty skincare brand, an early comparable for celebrity-founded CPG skincare brands competing on ingredient transparency and clean formulations.
• Fenty Skin: Rihanna's skincare line under the Fenty Beauty umbrella, directly competing as a celebrity-founded global skincare brand with similar product positioning and broader retail distribution.
• Rare Beauty: Celebrity-founded (Selena Gomez) prestige beauty brand with a strong DTC and Sephora retail presence and similar product-led, social-media-driven GTM motion to JLo Beauty.
• Rhode: Hailey Bieber's skincare and lip-focused beauty brand competing in the same celebrity-led, peptide/ingredient-driven prestige skincare category with similar DTC and social commerce distribution.
• Kylie Cosmetics: Kylie Jenner's celebrity beauty brand with overlapping direct-to-consumer and marketplace distribution, comparable scale of founder-driven social media demand.

Broad incumbents

• Drunk Elephant: Prestige clean-clinical skincare brand owned by Shiseido, competing in the same active-ingredient, results-driven skincare category as JLo Beauty but at a broader retail scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/jlobeauty
• Facebookfacebook.com/jlobeauty
• Xx.com/jlobeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JLo Beauty