Gwenyth Paltrow Partners with Organic Beauty Brand

Juice Beauty has just gained a new Creative Director… Gwenyth Paltrow! Gwen is stepping away from being just the face of beauty endorsements, and going behind the scenes instead. Juice Beauty, with Gwenyth’s help, is launching a big makeup line this year, and we can’t wait to try it!

Juice Beauty, based in San Rafael, California, is the leader in clinically validated, results-oriented organic skincare and makeup products. Juice Beauty products, including the award-winning GREEN APPLE and STEM CELLULAR skincare collections, are sold nationally in prestige beauty retailers, high- end spas, and online at

“Our priority is our readers, so we only recommend products that we believe in, have tried, and love,” said Ms. Paltrow. “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.”

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 Creative Director-Makeup. Teamed together, Paltrow and Juice Beauty 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 late 2015. In addition, Goop and Juice Beauty will develop a results-oriented skincare collection based on Juice Beauty’s high-performing organic formulas. The skincare line is scheduled to launch in early 2016.

“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.“ The Goop customer wants phenomenal beauty products that she can feel good about putting on her skin. We are ecstatic to partner with Juice Beauty for the first Goop beauty product line.”

“What an exciting time at Juice Beauty announcing this long-term business partnership with Gwyneth, Lisa Gersh and Goop,” said Juice Beauty Founder, Karen Behnke. “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”.