Our Founder & Mission

Masterminded by a California team passionate about healthy lifestyles and whose organic products are backed by powerful science. It all started when Karen Behnke, a serial wellness entrepreneur, who built one of the first corporate wellness companies in the country, developed a keen interest in personal care products upon becoming pregnant with her first child at the age of 40.

Experiencing hormonal changes and the beginning of lines in her skin, Karen set out to find healthy skincare solutions that delivered visible results. She was astounded to learn that, although the skin can absorbs what is placed on it (with some studies showing over 60% absorption), there were very few available healthy personal care products that worked well. She wanted to create meaningful change in the beauty industry.

Years after her second child was born, Karen subsequently bought the name “Juice Beauty” in 2004 and launched the company from scratch in 2005. Karen set out to do the impossible: to create organic and natural formulations that perform as well as conventional beauty products yet never compromise on the luxurious experience. Over 5 years, Karen’s team worked with PhD chemists, physicians, and microbiologists to perfect Juice Beauty’s chemistry. Juice Beauty’s revolutionary formulations started with a basic premise: Karen believed that by formulating with an antioxidant and vitamin-rich organic botanical juice base, rather than petroleum derivatives or added water, and combining it with powerful skincare ingredients, it could yield equal or better results than conventional or natural products. Multiple clinical testing proved her right. The company really started growing when the GREEN APPLE® Peel – now patented – escalated to fame through celebrity favorite mentions and media awards.

Today, Juice Beauty offers award winning (InStyle, ELLE, Allure, Glamour, EWG) skincare and makeup products that meet rigorous USA organic regulations supported by solid eco-values that include purchasing many ingredients locally from West Coast certified organic farmers and manufacturing strictly in the USA, often with solar & wind power, utilizing sustainable containers and printing with soy ink. Juice Beauty is committed to providing continual support to its non profit friends, Breast Cancer Prevention Partners and EWG / Environmental Working Group.