Gwyneth Paltrow is releasing a new cosmetics line which is both vegan and organic named Juice Beauty. The new makeup collection is extensive with 78 shades of foundation, eye colour, lipstick and other products and has been created to be long lasting for the red carpet. She commented on how the creation process was:
“I said, ‘Here is the best gloss or concealer or eyeliner – we need to recreate it. God bless every brand for the past however-many years that’s made natural make-up, but it’s not long-lasting, red-carpet make-up.”
Gwyneth has made sure the products are made with the best ingredients because she has been investigating the toxicity in makeup lines and wants to avoid using dangerous chemicals and additives:
“I wear make-up heavily in my work, and now that I’m post-40, I’ve started to wear it more often in my day-to-day life. But once my lifestyle website, Goop, started investigating toxicity in these products… I was stunned. I genuinely thought make-up was safe, but that’s not the case.”
The actress adds that she believes people are becoming increasingly aware of the ingredients used in cosmetics products and she thinks there will be a big shift in what consumers want as they seek out products that are healthier and cleaner:
“I think the consumer is incredibly aware now. Everyone wants to know what they’re putting into their bodies… what they’re putting on their skin. Consumers are demanding transparency. And also, the consumer has a lot of information now that we didn’t have 10 or 20 years ago about what all of these various toxins are doing – whether that be (things in our food), or plastics in our personal care products. Ultimately, the consumer is what will change the marketplace.”
