Gwyneth Paltrow announces investment in organic skincare line

Gwyneth Paltrow announces investment in organic skincare line

Juice Beauty

Editor: Buro 24/7

A-list actress Gwyneth Paltrow is known for her love of all things health and fitness, now the 42-year-old mother of two has announced an investment in an organic skincare line, Juice Beauty. Get the scoop...

She can act, she can rap, she lives a clean lifestyle and owns one of the biggest health websites Goop. Gwyneth Paltrow is putting her money where her mouth is and investing in a rising organic skincare line: Juice Beauty. The 42-year-old Mortdecai star said of the new project: “In my own life, I don’t have a [beauty] product that is as luxurious and high performing as it is clean,” admitted Paltrow. “I’m very aware of the toxicity in our products that we use all the time. I still use a lot of them because they work, whether it’s shampoo or mascara.”

Enter Juice Beauty, an organic skincare line sold in 1,200 retail doors including Ulta, Rancho La Puerta, Whole Foods and Pharmaca. Paltrow met Juice Beauty's founder, Karen Behnke through a mutual friend and instantly hit it off. As part of a new five-year agreement, the actress will serve as the sustainable brand's creative director and shareholder.

“It was really important to me to not just hire a face or do an endorsement type of deal,” said Behnke, who also revealed ambitions for the beauty brand to become a multimillion-dollar business over the next five years. “It was more important for me to align goals and values and find a true business partner.”

Set to launch later this year, the makeup range will consist of eye, lip, cheek and face products, which will be priced between $24 and $49 and will feature high pigment payoff and performance, while containing certified organic ingredients. Paltrow has been involved in every aspect of the creation – from the colour selection to the packaging and hopes that makeup artists will use the products.

Juice Beauty will also debut six new skincare products, which will be sold on Paltrow's Goop website and launch in 2016 – Lisa Gersh, chief executive officer of Goop, will also be heavily involved in these products.

The actress, who recently also invested in a blowdry bar, is currently under a deadline to commit to a new film, saying: “There are a few things [I’m looking to do], one of which I can’t say yet, it’s always a balance for me. I have little kids at home, but I’m close to committing to something really interesting, which is the best I can say.”

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