Gwyneth Paltrow has teamed-up with lifestyle entrepreneur Karen Behnke to launch a range of organic cosmetics.
Called Juice Beauty, the range comprises 78 organic products, all said to be rich in antioxidants. Ingredients include “botanical juices, waxes and powders infused with natural whole Phyto-Pigments, age-defying serum and cold-pressed oils”.
As well as starring in a number of hit films, Paltrow runs her own healthy lifestyle website, Goop. The site teamed up with Juice Beauty for the launch, with Paltrow acting as Creative Director for the brand. She also appears in advertising and social media for the brand.
Paltrow told Forbes: “I wear make-up heavily in my work. And now that I’m post-40, I’ve started to wear it more often in my day-to-day life. But once my lifestyle website, Goop, started investigating toxicity in these products…I was stunned. I genuinely thought make-up was safe, but that’s not the case.”
Paltrow hold a joint stake in the venture, along with Goop and Behnke. The launch of the beauty brand was announced last year, with the products available online from the start of this year. Behnke has previously worked on several healthy lifestyle brands, including the PacifiCare Wellness Company and 24 Hour Fitness.
The full range is certified organic and with products including Phyto-Pigments Illuminating Primer ($36), Phyto-Pigments Flawless Serum Foundation ($42), Phyto-Pigments Satin Lip Cream ($24), Phyto-Pigments Luminous Lip Crayon ($22) and the Phyto-Pigments Ultra-Natural Mascara ($22).
In a statement shared on the Juice Beauty website, Paltrow said: “When we were introduced to Juice Beauty, we were amazed at the efficacy of their products, which contain certified organic ingredients and we are thrilled to be partnering with them in both make-up and skin care.”
The range launches this month and is available at JuiceBeauty.com as well as in selected ULTA stores.
Every product in the range has not been tested on animals and is said to be vegan, with the range recognised by animal rights group PETA as an industry leader. The range is also formulated without parabens, glycols, silicones, gluten or talc.
