Behind the Scenes
Gwyneth Paltrow talks launching high performance organic makeup for Juice Beauty and the long term business partnership with Paltrow's company, goop.
Gwyneth Paltrow, Academy Award winning actor and founder of goop has joined forces with Juice Beauty to expand its high performance makeup formulations, made with certified organic ingredients, under Gwyneth's creative leadership.
“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 two California entrepreneurial companies bonded over their love for eco-chic living with true dedication to sustainability which gave rise to this long term partnership arrangement. Under the new U.S. based joint business venture, each of the companies and Gwyneth will hold stock in the other and Gwyneth will hold the title of Juice Beauty’s Creative Director, Makeup.
Teamed together, Paltrow, Behnke and Juice Beauty’s scientists will lead the development of a new collection of high performance makeup made with certified organic ingredients that will be released by Juice Beauty in early 2016.
Goop by Juice Beauty
“13 months ago, we were given an opportunity to collaborate with Juice Beauty, a California-based company that has been making organic products for more than a decade. I jumped at the chance to build on their remarkable track record for safety and environmental protection and create a line that’s different than everything else out there—that’s essentially what I’ve spent the last 20 years trying to find. Luxurious, age-defying, powerful, and organic. And we did it: Our products deliver clinically-proven results that mirror exactly what you would find from the big guys with huge R&D budgets and no ingredient restrictions.”
– Gwyneth Paltrow
Available on goop.com
In the Press
Gwyneth Paltrow Turns Make-up Mogul
“Gwyneth Paltrow is taking lifestyle website Goop to the next level with a new business partnership venturing into the beauty industry….as the creative director of Juice Beauty.”
Gwyneth Paltrow Goes into business with organic beauty brand Juice Beauty
“There are a lot of good vibes flowing between Gwyneth Paltrow, her lifestyle company Goop and the organic beauty line Juice Beauty right now.”
Gwyneth Paltrow announced as creative director for Juice Beauty
“Paltrow’s Goop and the organic beauty brand [Juice Beauty] are joining forces to create an organic makeup line using certified organic ingredients to produce both skincare and makeup products.”
Gwyneth Paltrow and Juice Beauty
“Gwyneth…is getting deeper into the business side of things by investing in Juice Beauty, an organic skin care line.”
Daily Beauty Reporter
“In true Goop fashion, Gwyneth Paltrow invests in organic skin-care brand Juice Beauty.”
Gwyneth Paltrow joins Juice Beauty
“Gwyneth Paltrow is working with Juice Beauty to create six new skincare products to be sold on Goop.”
Beauty News: Gwyneth Paltrow is the new creative director at Juice Beauty
“The actress signed on for a 5-year contract with the brand, and together they aim to create six new skincare products (to be sold on Paltrow’s website Goop, naturally) that are expected to launch later this year.”
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