Actress Gwyneth Paltrow is working on a new project named Juice Beauty with the company’s CEO Karen Behnke. Juice Beauty is a new organic makeup collection that will carefully select ingredients. Named creative director, Paltrow is heavily involved with the creation of the products and says she’ll be working on all of the little details, including colours, textures and even how the makeup products will look and be packaged:
“We’ll leave the scientific formulas to the chemists. I’m very involved in everything from textures, consistencies, color, palette. With the makeup, I’ve been very involved in everything – not the chemical formulations – but how the formulations will look and feel. All the way to the packaging and branding.”
Gwyneth thinks organic makeup is a smart move because so much of what’s currently on the market isn’t regulated properly and can actually be harmful to the wearer. She explains that she thinks organic makeup will become a huge market soon as people become more aware of what they’re using:
“The whole cosmetics industry is totally unregulated. They’re using chemicals that are proven to be carcinogenic, they’re endocrine disrupting – really not good for you. Obviously, we’re living in an age where we’re all becoming more and more aware of a links between what we’re ingesting and adverse effects on our health. Ten or fifteen years ago with organic food, people didn’t understand it, and now we have this mass movement. People are really understanding now how absorbent an organ the skin is — how when we put toxic chemicals on our skin, that it’s not good for you. And I think in the next 20 years, Juice will be referenced as, hopefully, the first mass-market organic high-performance makeup and skin care.”
The actress also reveals that she’s working on her own organic skincare collection with the same chemists behind the makeup line, and will launch Goop by Juice Beauty in 2016:
“I’m working with the chemists at Juice to come up with a really beautiful line of skin care. There are things that I’m looking for in my skin care regime, kind of my dream products. We’re in the testing phase really, and it will be called Goop by Juice Beauty.”
