people magazine

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As People magazine's most anticipated issue of the year - the World's Most Beautiful 2010 - hits news stands tomorrow, we couldn't help but notice that a dominant portion of this year's "Most Beautiful" femme fatales were big beauty industry players this year.

Leading lady Julia Roberts signed her first cosmetic contract of her career, partnering with French luxury brand Lancôme to endorse their best-selling line of mascaras, glosses and fragrances -- her personal red carpet favorite of which is L'Absolu Rouge Lipstick in Rich Cashmere. The star of upcoming film Eat, Pray Love, we hear that Roberts insisted that a lighter hand be used on ad airbrushing, so as to preserve the age and expression around her eyes.

George Clooney told People magazine that the pretty woman has an especially potent beauty secret. "It has nothing to do with the way she looks. It has everything to do with who she is."

And Roberts isn't the only A-list star to dip her toes in the beauty arena.

Longtime contract virgin Jennifer Aniston, who's also one of this years "Most Beautiful," finally took the leap with the announcement that she'll be launching her own fragrance, Lolavie -- which will debut in the UK's Harrods this summer before making the journey to US shores in the fall. The former Friends star just turned 41, and celebrated the milestone with a birthday getaway to Mexico joined by famous BFFs Courtney Cox and Sheryl Crow.

Newcomer Zoe Saldana's break-through role in Avatar launched the native New Yorker's stardom to meteoric heights, and Avon soon came knocking with a contract to endorse their newest rose-scented fragrance, Eternal Magic. "It means so much to me to be associated with a company that shares my values and believes in empowering women," said Saldana.

No stranger to the beauty world, Jennifer Lopez is back from a brief career hiatus tending to two-year old twins Emme and Max -- and the always-glowing star just landed on the cover of makeup artist and long time best friend Scott Barnes' book, About Face: Amazing Transformations Using The Secrets Of The Top Celebrity Makeup Artist. Lopez recently told StyleList that Dr Hauschka's Rose Cream is a can't-live-without fav that she always totes along.

Rounding out the pack, pouty L'Oréal face Scarlett Johansson made waves modeling the French bargain brand's cosmetics, for which she signed a reported $4 million dollar contract with the beauty giant. The 25 year-old tells People magazine that her two must-have beauty staples are, "red lipstick and sandwiches." Not surprising coming from a beauty who Iron Man 2 director Jon Favreau called "one of the guys."

There is also plenty of hot man love to be shared in the mag; Channing Tatum, Jake Gyllenhaal and Bradley Cooper all flex their meaty biceps for the issue.

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[Ezza6024]

mmmm JAKE GYLLENHAAL