We figured that the screen star/natural beauty guru was a sucker for antioxidant-rich botanical juices, so it comes as little surprise that Paltrow is launching a high performance organic make-up range with Juice Beauty, whose brand is built around the skin-kind ’it’ shakes.
In addition to the green cosmetics range, which will retail at the end of the year, Paltrow’s Goop brand and Juice Beauty also have a results-oriented skincare collection in store for early 2016.
The two Californian entrepreneurial companies bonded over their love for eco-chic living and dedication to sustainability, which gave rise to this long-term partnership arrangement. Under the new US-based joint business venture, each of the companies and Gwyneth will hold stock in the other and the Oscar-winning actress will become Juice Beauty Creative Director for make-up.
"Our priority is our readers, so we only recommend products that we believe in, have tried, and love," said the Goop founder.
"We are always looking for clean products that fit our values and what the Goop audience wants. 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 skincare," added Paltrow.
"This partnership marks a milestone for Goop as we begin to add our own product lines to our curated selection of brands," said Lisa Gersh, CEO of Goop.
Commenting on the star quality Paltrow brings to her brand, Juice Beauty founder Karen Behnke said,"Gwyneth is the ultimate strategic business partner and she will enhance what Juice Beauty stands for — creating authentically organic formulations that perform as well or better than conventional chemically laden products".
Juice Beauty’s star products, the award-winning Green Apple and Stem Cellular skincare ranges, are sold throughout the U.S. in prestige beauty retailers, high-end spas, and online at juicebeauty.com