Behind The Scenes
Gwyneth Paltrow launching high performance organic makeup for Juice Beauty. Juice Beauty and goop announce long term business partnership:
Karen Behnke, founder of Juice Beauty, is thrilled to announce that Academy Award winning actor and founder of goop, Gwyneth Paltrow and the company goop have joined forces in a long-term business venture. Juice Beauty will be expanding our high performance makeup formulations made with certified organic ingredients under the creative leadership of Gwyneth.
“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 skin care.”
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’s Creative Director, Makeup.
Teamed together, Paltrow, Behnke and Juice Beauty’s scientists 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 early 2016.