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When Jennifer Aniston first joined Instagram, she broke all kinds of records for the followers she gained in the first days/weeks. She currently has more than 35 million followers – not Kardashian-Jenner numbers, but that’s still a massive social media following. Months ago, I realized that Aniston’s people must have told her that she could get into the spon-con business with those kinds of numbers, and there were some vague references to Aniston dipping her toe into the Instagram-influencing world. Now here we are: Aniston has been named the face and Chief Creative Officer of Vital Proteins, a popular supplemental company which already pays influencers to promote their vitamin supplements. But because Aniston is still fundamentally old-media, she also announced this stuff with a People Magazine exclusive.
Jennifer Aniston is taking her wellness routine to the next level! Today the Morning Show star announces her global partnership with collagen and wellness brand Vital Proteins. In her role, Aniston, 51, will be both Chief Creative Officer and the face of the brand’s upcoming campaign.
“Our strength starts from within, so I choose good nutrition and the right supplements to start off my day,” Aniston tells PEOPLE exclusively. The actress is teasing her December campaign launch with a few behind the scenes photos – and a video, too. In them, she can be seen revealing glimpses of her wellness routine.
In a press release, Aniston shared that she’s been a fan of the brand since 2016. Among her favorite products, the Collagen Peptides powder, the Vitality Immune Booster supplement powder sticks in Clementine and the Collagen Creamer in Vanilla.
“Collagen is the glue that holds everything together. I’ve always been an advocate for nourishing your wellness from within, which is why I started using Vital Proteins so many years ago,” she said. “Now to have the opportunity to be a part of the brand in a bigger way, as Chief Creative Officer, is very exciting to me.”
“We’re really excited to welcome Jen and her valued perspective to the Vital team,” said CEO Kurt Seidensticker, who founded the brand in 2013. “We’ve all watched Jen live a life that prioritizes wellness from the inside-out, which she attributes in part to her belief in Vital Proteins, making this partnership so unique and, more importantly, authentic. We are teaming up together to inspire the world to live healthy, and more vibrant lives.”
I don’t hate that she’s doing this, and it’s pretty on-brand for her overall. I would have been disappointed if she was suddenly IG-influencing waist trainers or laxatives or hunger-suppression lollipops. This seems like the kind of partnership that Gwyneth Paltrow would be involved with, only Gwyneth would find some way to put her Goop-stink all over it. This is also on-brand for how Aniston has always operated – why start her own company when she could just become the face of an existing company, and take an official position too.
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