Oops!… Britney Spears is doing it again.
“For the past year, Britney has been working on a top-secret project,” a source close to the pop star exclusively told Page Six. “It’s a deeply personal project that both Britney and her fans have longed for for over 20 years.”
“It’s coming very soon!” the insider exclaimed.
The source revealed that Spears, 44, has been quietly preparing to unveil a major new venture, which has been a longtime dream of hers.
The Grammy winner, who was spotted enjoying lunch at restaurant RinTinTin in New York City last month, “was not in NYC for fun. She was there for business,” the source said.
“She’s been working nonstop to prepare for the unveiling, and she was in NYC for meetings about the project.”
Page Six is told the mystery venture is a lifestyle consumer product that Spears has been talking about launching for years.
While the “…Baby One More Time” hitmaker has kept the details under wraps, the exciting project is not related to her music career, according to the source.
The insider added that Spears may soon travel again for additional meetings as she prepares for the big reveal.
A representative for Spears did not respond to Page Six’s request for comment.
The news also sheds light on Spears’ recent trip to New York City.
As Page Six previously reported, the “Womanizer” singer was spotted attempting to go incognito during a lunch outing at the Manhattan restaurant.
Spears covered part of her face with a scarf while dining at the trendy eatery before leaving with her security team.
Although it’s unclear what the global superstar ordered, her bodyguards were later seen carrying a brown paper bag out of the restaurant, suggesting she took her food to go.
The upcoming venture marks another exciting chapter in Spears’ career as a businesswoman, having already built an enormously successful fashion and lifestyle empire.
The pop icon launched her first perfume, Curious, in 2004 in partnership with Elizabeth Arden, followed by her wildly popular Fantasy fragrance in 2005.
The success of the scents helped establish Spears as one of the biggest names in the celebrity fragrance industry, with her collection expanding to dozens of perfumes over the past two decades.
In February 2025, Spears announced a new partnership with beauty company Give Back Beauty to oversee the creation, development and worldwide sales of her fragrances.
“My fragrance business has always held a special place in my heart. It’s always been a way for me to connect with my fans, who I love,” Spears said in a statement at the time.
The “Toxic” singer continued expanding her perfume collection as recently as September 2026, when she released Goddess Fantasy, a limited edition eau de toilette featuring notes of mango, jasmine and vanilla buttercream.
Her business ventures have also extended beyond the beauty industry.
In 2014, Spears launched her own lingerie and sleepwear collection, The Intimate Britney Spears, featuring bras, underwear, robes and other intimate apparel.
More recently, the superstar found enormous success in publishing her 2023 memoir, “The Woman in Me.”
The tell-all became an instant New York Times bestseller, selling a staggering 1.1 million copies in the US during its first week alone.
By January 2024, the memoir had sold more than 2 million copies in the US, according to publisher Gallery Books.
The post Britney Spears set to unveil ‘top secret project’ she’s been dreaming of for 20 years — and it’s coming soon appeared first on Page Six.
