She’s overhauled our pantry, taught us how to ‘consciously uncouple’ and has even told us to steam our vaginas. Now, Gwyneth Paltrow is cleaning up our beauty routines as Creative Director of Juice Beauty, an organic and vegan makeup line.

“I wear makeup heavily in my work,” Paltrow told Forbes. “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 makeup was safe, but that’s not the case.”

The 78-piece collection includes foundation, blush, eyeshadow, mascara, concealer, eyeliner and lip colours that have been developed naturally from the pigments of rose petals, aubergine and pomegranate.

“In conventional brands you use artificial dye and you never have to worry it’s going to be the same colour every time,” Karen Behnke, the founder and CEO of Juice Beauty told Fashionista. “But think about it: Every flower is different. Our chemists have to work so hard with colour charts to get the same color every time.”

Hard work for them, but good news for us, especially if you like your makeup to smell like flowers and fruit.

At just 12 years old, Apple Martin is advising her mother Gwyneth Paltrow on her work at Juice Beauty, the more organic than your average organic cosmetics line for which Gwyn is the creative director. Savvy lifestyle gurus know that focus groups are an essential part of any corporate endeavor, and it’s super handy to have one that must be home for dinner by 6 p.m. sharp.

“Apple was very concerned about us not having contouring kits,” Paltrow said, as the New York Post reported from an unnamed event. “So we made them. The latest thing that she’s asked me is, ‘Can we please make a lip kit that stays on all day long?’ Good luck with that!”

Apple, then, is hip to the Kardashian-Jenner thing. To be clear, Kim Kardashian did not invent contouring. Kylie Jenner did not invent lip kits. But the family did cannibalize the styles of makeup merchandising, run them through the giant marketing engine that runs on belfies and Snapchat filters, and spit it back out into the world. The Kardashians are maybe, definitely why lip kits and contouring are so important to the middle schooler, and now Juice Beauty customers as well. Even the paraben-free among us deserve cute contouring.

As Apple enters her teen years and ends up yelling “You never listen to me!!!!” before slamming a door, Gwyneth can counter, “Not true, sweetie. Remember the contouring kits?”

Gwyneth in V.F.

1 / 21Chevron Chevron Gwyneth Paltrow and Blythe Danner, photographed by David Seidner for the April 1996 issue.

If one of your good friends is a celebrated makeup artist, it makes no less than 100 percent sense to ask them to do your makeup on your wedding day. For one thing, it gets them off the gift-buying hook and, more importantly, you can be sure that you’ll look stunning. So it’s no surprise that Gwyneth Paltrow trusted her face to friend Gucci Westman for her September 29 nuptials to television producer Brad Fulchuk and naturally Westman used products from both Paltrow’s brand, Goop, and her own, Westman Atelier.

Photos of the big day were finally shared on a little more than a month after the event. The gallery included a photo of Westman applying Paltrow’s makeup alongside Cameron Diaz, who was getting her hair done by stylist Orlando Pita. Westman is seen blending blush on Paltrow’s face, leaving her adorable freckles visible.

Westman shared the photo on Instagram on Friday, November 2. “What an honor to help my long time friend @gwynethpaltrow get ready for her big day,” she wrote in the caption, saying Paltrow “wanted to look like herself, but a bit enhanced, exactly my cup of tea!” Before starting on the makeup, Westman says, she applied Goop by Juice Beauty Revitalizing Day Moisturizer and Enriching Face Oil.

Westman then used her Westman Atelier Super Loaded Tinted Highlight on Paltrow’s cheeks and eyelids “to create an under the skin glow,” followed by two shades of her Vital Skin Foundation Stick to create a more even complexion. She applied Face Trace Contour Stick in Biscuit under her cheekbones and then Beauty Butter Powder Bronzer on her forehead and the bridge of her nose. She also used Baby Cheeks Blush Stick in a couple of ways:The shade Dou Dou was applied to her cheeks and then the shades Petal and Poppet were combined on her lips “for extra juiciness.”

Speaking of juiciness, Westman also used several products from Juice Beauty, the brand Paltrow joined as creative director of makeup in 2016. They included Phyto-Pigments Sheer Lip Gloss, Liquid Line & Define, Brow Envy Gel, and Ulta-Natural Mascara.

Although there aren’t too many close-ups of the finished look, it’s clear that Paltrow was radiant, as seen in the post-ceremony photo she shared to Instagram on Friday. “Took me a minute to get it together, but at long last, for those who have requested, a little look inside the best day of our lives,” she wrote. And if you look closely, you can see her lookalike daughter, Apple, beaming in the background — very likely made even glowier by Westman.

More wedding beauty:

  • Princess Eugenie Got Married in the Same Nail Polish Meghan Markle Did
  • This Bride’s Horror Story Is a Reminder to Not Put a Pen in Your Hair
  • Kat Von D’s Wedding Reception Look Was as Kat Von D as It Gets

Now check out 100 years of bridal hair:

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December 30, 2017 – 17:06 GMT Sophie Hamilton Gwyneth Paltrow has shown her Instagram followers her favourite beauty product – find out what it is

Gwyneth Paltrow’s skin looks amazing! The 45-year-old actress took to her Instagram page on Saturday to share a photo of her favourite beauty product of the moment. In the picture, we can see the actress applying a lipstick-style blush to her cheeks. Her sun-kissed skin looks flawless in the snap, with many of her followers commenting on her stunning natural make-up look. So what is the product Gwyneth is using?

Gwyneth Paltrow using her new favourite beauty product

She wrote: “Literally playing with makeup waiting for everyone to arise for the almost last day of 2017! Obsessed with @juicebeauty flash luminizer in blush and luminous lip crayon in caramel. #organicmakeup #juicebeauty#nomakeupmakeup.” Gwyneth is the Creative Director of make-up for the Juice Beauty brand, which makes plant-pigment make-up and skincare with organic ingredients. You can buy the Juice Beauty range online at The Flash Luminizer retails at £32.

The star’s fans were quick to comment, with one writing: “You look like your beautiful mother.” A second said: “You don’t even need make-up, you’re a natural beauty.” One follower told Gwyneth: “I’m honestly *living* for the Juice Beauty Exfoliating Peel Spray – it might just erase every bad decision I made in my 20’s.”

On my way to West Hollywood elementary for a special surprise and getting some help from @juicebeauty concealer and lip #cleanbeauty #organicmakeup #femaleownedfriday

A post shared by Gwyneth Paltrow (@gwynethpaltrow) on Nov 17, 2017 at 2:35pm PST

Gwyneth recently shared anther photo of herself applying make-up from her range. Looking glamorous as ever, the star posted: “On my way to West Hollywood elementary for a special surprise and getting some help from @juicebeautyconcealer and lip #cleanbeauty#organicmakeup #femaleownedfriday.” In the snap, the actress wears a dark brown smoky eye shadow, with long luscious lashes and a nude lip.

The Woman Behind Gwyneth Paltrow’s Latest Foray Into Organic Beauty

Gwyneth Paltrow may have been on Jimmy Fallon eating french fries dipped in face cream, promoting her new skincare line. But her latest foray into entrepreneurship isn’t a solo endeavor: another female-led enterprise is behind the latest launch of Goop Skincare and Paltrow’s earlier endorsement– organic makeup.

Entrepreneur Karen Behnke of Juice Beauty has been busy working on the organic skincare and makeup concoctions for over a decade. While there’s been much chatter about “natural” beauty in the last two years, Behnke’s been challenging the giants of the cosmetics industry since 2004. She recently partnered with Paltrow for Goop’s skincare products (providing the scientific rigor needed), and had Paltrow come on board as a creative director at Juice Beauty, spearheading their new makeup line.

But Behnke’s journey into organic skincare began long ago— in the late 90s and early 2000s.

Paltrow joined hands with Juice Beauty as Creative Director for Makeup and in tandem with her… company, Goop, for the skincare line. Photo Courtesy of Juice Beauty.

“Everyone thought I was crazy in those days,” she says, laughing. Behnke had built a successful career when she launched Juice in 2004. She had served on the board of 24 Hour Fitness, built a multi-million dollar corporate wellness company, and overall, operated in the health/wellness industry for more than 20 years. Even then, she found herself taking untraveled paths.

“But people thought I was crazy when I told them in the ’80s that companies should have wellness programs,” she says. “So I’m not surprised.”

Founder of Juice Beauty, Karen Behnke. Photo Courtesy of Juice Beauty.

Unlike food, which is highly regulated in the US, beauty and cosmetics products are not. Companies can slap on words like “natural” onto a label with ease: no certification is required. To date, companies selling makeup, skincare, or even everyday toiletries have included questionable ingredients: petroleum, propylene, butylene glycols, silicones, phthalates, sulfates, PEGs, TEA, DEA, and artificial dyes.

“So much of this should be banned but it’s not,” she says.

While in Europe, the list of chemicals banned in consumer products adds up to more than 1,000, in the US, it’s much shorter — about 10.

“Yet your skin is the largest organ, and we’re just dumping this stuff on our skin. I had been, even though I was telling others about eating well and fitness. I had never read a beauty label,” says Behnke.

The self-claimed skincare junkie dove into the industry, educating herself on how plant-based ingredients could produce similar results. There was one challenge, though: as she was building the company, she needed a chemist to help with the formulations. And no one wanted to work with her.

“Finally I got one, if I promised to provide a fridge,” Behnke recalls.

Unlike conventional beauty products, which can average a shelf life between 5 to 7 years, their non-chemical counterparts only last for about two years. Not only do they have a shorter shelf life, meaning the company is putting out new product four times year, but they are also tricky to put together. Consistency and stability in natural skincare requires some finessing.

“Making a sunscreen with organic oils, which didn’t separate or turn blue was an act of God,” she says, laughing.

Similarly, the cosmetics line, which debuted earlier this year with Paltrow’s endorsement, was in the pipeline for over 5 years. “We waited till we were sure we could do this,” Behnke says.

Pigments from plants have to produce a certain vibrancy, and hold their color: that’s easier said than done, she explains. Plus cost is a factor. Behnke estimates that her ingredients, on average, cost twice as much as conventional ones. She sources the majority of her skincare line from farms on the West Coast. For the makeup, Juice Beauty buys as much American product as possible, but has had to go to Europe for some of the pigments. “We just couldn’t get them here in the US.”

Going organic is another step — and a tough one sometimes, says Behnke. Juice Beauty follows California standards for organic: that is, more than 70% of ingredients need to be organic. Nearly all of their products have been able to fill that requirement, barring their mascara, which hovers around 60%. “We’ll get it there,” Behnke says, confidently.

The environmental footprint doesn’t stop at the ingredients. Most of the company’s products are also made in solar-powered facilities. The packaging includes soy ink and recycled materials.

“Wherever it’s possible, we try to limit our impact,” she says.

Behnke started out wanting to challenge the giants of the industry. “I didn’t want to be just a Whole Foods brand.” That worked out for her. It’s sold in over 1400 stores around the country, the company is profitable and growing at a rate of 35%, she reports.

“This is a mission-driven business and that’s why we do this. It’s hard for the big companies to pivot, when sales are strong, and adopt such measures,” she says. “For us, it’s a labor of love and that’s our sole purpose.”

Next stop for Juice Beauty? Perhaps, Sephora, the mecca of beauty enthusiasts? With Paltrow’s support, the time could be right for “natural” beauty to go mainstream.

Gwyneth Paltrow is taking lifestyle website Goop to the next level with a new business partnership venturing into the beauty industry. Taking a break from her role as the face of many beauty campaigns (Max Factor, Estee Lauder and Restorsea to name a few), the actress now has a new role in the cosmetic industry—as the creative director of Juice Beauty. Paltrow’s Goop and the organic beauty brand are joining forces to create an organic makeup line using certified organic ingredients to produce both skincare and makeup products. The eco-friendly line will be Goop’s first foray into the beauty world and Paltrow’s first time in the creative director’s chair.

Paltrow spoke out on the new partnership, “Our priority is our readers, so we only recommend products that we believe in, have tried, and love. 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 new makeup line will be released by Juice Beauty later in 2015 while the skincare line is set to launch in 2016, both will be available for purchase on

Lauren Alexis Fisher Market Editor Lauren Alexis Fisher is Harper’s’s market editor.

Gwyneth paltrow makeup line

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