‘It Is A Huge Step’

Undoubtedly one of the most famous people in the world, Jennifer Aniston’s extensive film and television career is not the only part of her that has consistently turned heads over the years. For decades, Aniston has sported trendsetting hairstyles that fans have aspired to achieve, ever since her years playing Rachel Green on the hit sitcom Friends (1994-2004).

Now 20 months following the launch of her co-founded LolaVie haircare line sold exclusively on its website, Aniston and her team are making it that much easier for the public to get their hands on these products through LolaVie’s first retail partnership with Ulta Beauty.

“It is a huge step,” Aniston told me. “People were coming to us pretty early on with wanting us to partner up – and so, we just wanted of course to do as we had done on our website. After meetings and feeling who would be the right fit and do best by us and us by them, it just felt right with Ulta. It’s going to expand our audience and accessibility, so it’s very exciting.”

With the Restorative Shampoo, the Restorative Conditioner, the Glossing Detangler, the Perfecting Leave-in and the Lightweight Hair Oil, these LolaVie haircare products are now available for purchase on the Ulta Beauty website and will be available in Ulta Beauty stores nationwide starting May 14.

Amy Sachs, one of Aniston’s co-founders and president of LolaVie, said of the new Ulta partnership, “We chose them because of their shopping experience really, particularly in haircare, including that they have these full-service salons. So, it just makes sense that it’s a destination for our category.”

LolaVie co-founder and chief executive officer Joel Ronkin added, “I think from the standpoint of the success that we’ve had at direct-to-consumer, this was just a natural extension and it allows the consumer to get a real hands-on, in-person experience that you can’t quite get online.”

From $13 for travel size bottles to $59 for mega size bottles, I asked Aniston what is it about these LolaVie price points and its naturally-derived, plant-based ingredients that she believes makes LolaVie standout within today’s competitive haircare industry.

Aniston said, “Well, I think from the beginning, it was always our intention for our products to be perfect before we launched them. It didn’t matter how long, just as long as it did what it did. It’s hard with natural ingredients. It’s a tall order and to have it perform because that doesn’t always happen. I think that’s making everybody want to keep going back for more because it’s priced well and the product is great.”

She went on to tell me that her friends will often send her screenshots of the LolaVie orders they make over and over again, adding that both women and men are using their haircare products, something Aniston says was always her team’s goal.

Being a leading decision-maker at LolaVie today, I wondered in what ways Aniston would say she is learning more about herself as both a person and entrepreneur, as she further immerses herself into this haircare business.

“Well, that I love it and that I’m good at it,” Aniston said with a laugh. “It’s not just a ‘fluff’ project – it is a passion. As an actress, hair – I mean, obviously from however many years ago it sort of just happened that my hair became a thing. I also have always had problem hair because I have Greek hair. I inherited my father’s side – it’s very curly and can become very frizzy. And also, with the wear and tear that it’s taken over the years, it just felt such a natural area for me to get involved in. I just love every aspect of the creative process. It’s very satisfying to be a part of something that has my name on it and that I also feel very proud to stand behind. Our team is extraordinary. It’s a beautiful thing.”

Sachs added, “Like Jen said, her hair is its own thing. People would’ve bought anything that Jen probably put out once, but they wouldn’t buy it a second time if it didn’t perform. We focus on the products being absolutely perfect before we put them out because that’s the most important thing to grow this LolaVie community.”

Since LolaVie’s launch in September 2021, I asked the co-founders about its website sales numbers over the past several months and what their projections are with the new Ulta retail partnership. Being a private company, Ronkin told me that they do not give out sales numbers, “but what I can tell you is that we expect our business this year in 2023 to more than triple, and that’s coming off a very strong 2022. Every month, we’re exceeding our expectations. We expect the Ulta partnership to only further fuel that growth.”

So, are the five LolaVie haircare products out on the market today something Aniston and her team want to stick with, or is there any talk of bringing additional products soon to its consumers?

Aniston said, “Oh, there have been products in the works for a very long time. The next one that’s coming out is an intensive repair treatment. That’s like a Sunday spa day – that’s when I would use it – a weekly deep treatment. There’s a dry shampoo we’re working on, there’s a hair paste that I’m very excited about, that all my male friends have been stealing my samples and getting angry that I don’t have more, especially Mr. Jason Bateman, who has the best hair in Hollywood.”

Now with decades of experience within a wide variety of business industries, I was curious what advice Aniston might have for other entrepreneurs, who might have a good idea but are unsure on how to get their creation successfully off the ground.

Aniston said, “First and foremost, you have to be so passionate about it and surrounding yourself with a team you trust and who are good at what they do. You want to be set up for success. It’s a very big commitment because you don’t just want to slap your name on something. Our biggest concern was we want to mean what we say and we want it to work. Otherwise, we’re just another sort of known person with your name on something.”

As I concluded my conversation with Aniston and her LolaVie co-founders, I asked what message they might have for their LolaVie consumers, people who have purchased their haircare products over the past year and a half, as well as words for their future consumers, people who will likely come across their products for the very first time through their new Ulta Beauty retail partnership.

“The support has been overwhelming,” Aniston said. “The love that has been expressed of the products – we’re so grateful because if it wasn’t for all of these customers and their investment, we wouldn’t be doing as well as we’re doing and allowed to now expand, so that it can be available to a greater audience even more. We just thank everybody for their commitment to us.”