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.”

-Gwyneth Paltrow

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.”