Gwyneth Paltrow is making moves in the beauty world, crossing over from being the face of brands to being the investor and Creative Director of Makeup for Juice Beauty. Following a recent investment in Blo Blow Dry Bar, the Goop founder who famously told us to steam our lady parts has teamed up with Karen Behnke, the founder of Juice Beauty, to bring us organic skincare and makeup.
Paltrow tells WWD, “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.”
The 5-year deal between Behnke and Paltrow makes sense because Behnke is a Goop investor and says, “It was really important to me to not just hire a face or do an endorsement type of deal. It was more important for me to align goals and values and find a true business partner.”
The skincare products are already sold at Whole Foods and Ulta, among other retailers and the makeup range is set to debut later this year. It will consist of 75 pieces for eyes, lips, cheeks and face with retail pricing between $24 at $49.