Jennifer Lopez announced her new beauty product the J.Lo way

Jennifer Lopez announced her new beauty product the J.Lo way

Jennifer Lopez has officially entered the butt skin care chat. The singer, actress, entrepreneur and newlywed announced J.Lo Beauty's newest product, a firming, firming butt balm, on her 53rd birthday. Of course, a simple press release for Lopez's new beauty product wouldn't be enough. She gave her fans the inside scoop in an On the JLo newsletter blast on July 24, sharing a video on Instagram of herself using the balm (while wearing very little clothing).

"We give all this care and attention to our facial skin, but sometimes we neglect the body," Lopez wrote in the caption of her social media post. “It was important to me to develop a skin care routine for the body that addresses its specific and unique needs, and we started with the butt!” (Psst: Why Butt Masks Are the Personal Care Luxury Everyone Should Get Behind)

The Firm + Flaunt Targeted Booty Balm is advertised as a moisturizing cream that visibly firms skin and fades the appearance of stretch marks. Although it is designed for the butt, the balm can be used all over the body, including hips, thighs, waist and arms. The formula contains guarana seed extract, which comes from the guarana plant native to the Amazon and contains caffeine (a stimulant that helps reduce puffiness when used in skin care products) and Pink Pepperslim, a plant extract with purported lipolytic properties (aka the ability to break down fat). It also contains squalane to soften skin, hyaluronic acid for hydration, and a combination of seven essential amino acids that boost collagen production and protect and repair skin, according to the brand's website.

"We don't just take a random cream and slap my name on it. It works," Lopez said in a recent interview with People. For her, taking the time to apply skin care to your face and body is a form of self-care that shouldn't be forgotten. "I want to normalize taking care of yourself. It's not a selfish thing. It's a nourishing thing," she said.

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When she spends time on self-care practices, she feels her best. "I feel most confident when I'm sleeping, practicing my affirmations, and doing my skin care, fitness, and eating routines. When I get out of rhythm, I'm not myself," Lopez told People. Body confidence in particular, however, isn't something Lopez often struggles with — something she attributes to her heritage, she said of the new booty cream in a recent interview with Allure. "I never really had a problem accepting my body or my beauty as it was because Latinas have a confidence that is passed down from our mothers and all the women in our lives," she told the magazine.

While Lopez is aware that women face unrealistic beauty standards, especially as they get older, she doesn't subscribe to these outdated ideas. "'Beauty has no expiration date' has always been my personal mantra because I work in a business where youth is glorified and people try to write, especially women, at a certain time," she said in her recent People interview. "I believe that you can look and feel amazing and sexy at any age," she added. "I really don't like the phrase, 'You look good at 40, or you look good at 30, you look good at 50.' How about just 'you look good?'"

With the launch of a new beauty product on her 53rd birthday, Lopez appears to be optimistic about the future. "I'm the age I am, but I feel great and happier than ever," she told People. “I feel like I’m at my halfway point and just getting started.” To get a taste of that J.Lo energy, take a page from her book and prioritize moments of self-care, whether that's applying Lopez's booty balm to your body, cooking a nutritious meal, or taking your favorite workout class.