Jennifer Aniston teams with Vital Proteins, calls collagen ‘wellness from within’

Look out, Gwyneth Paltrow and Kourtney Kardashian: Jennifer Aniston is the latest celebrity to go all in on wellness.

The “Friends” favorite, 51, announced on Wednesday that she’s joined collagen brand Vital Proteins as its new chief creative officer. She will star in campaigns for the company as well as advise on new product innovations and overall brand strategy.

“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,” Aniston said in a press release. “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.”

In her first campaign for the company, the actress shows off her ageless physique in an array of midriff-baring activewear looks while jogging and doing yoga.

“Our strength starts from within, so I choose good nutrition and the right supplements to start off my day,” a quote from Aniston on Vital Proteins’ website reads. “My go-to collagen routine is adding Vital Proteins Collagen Peptides in my morning cup of coffee or smoothie — so easy to use.”

According to the press release, the star has been using Vital Proteins’ products since 2016; in addition to the Collagen Peptides ($25), her favorites include the Vitality Immune Booster ($29), Collagen Creamer ($29) and Collagen Water ($12).

She even shouted them out in a 2018 interview with Well + Good, saying, “There’s a collagen peptide that I’ve been loving — I’ve been seeing a difference! My nails are stronger and there’s a healthier … how do you explain it? A glow. It’s sort of that working from the inside-out thing.”

While this is Aniston’s first business venture in the wellness space, it seems a natural next step for the star, who previously held a partial stake (and served as a spokesperson) for hair care brand Living Proof. She’s also worked with skincare company Aveeno since 2013, and spent over a decade as the celebrity face of Smartwater.

Meanwhile, this marks Vital Proteins’ second partnership with a star. The brand previously teamed up with Kourtney Kardashian and her Poosh lifestyle website on a pair of exclusive collagen powders last year.