Gwyneth Paltrow continued her love for everything natural as she takes her veganism to the next level by building her own organic skincare and makeup line. The fitness guru recently launched Juice Beauty together with her longtime pal, Karen Behnke.
The 43-year-old star fears the harsh chemicals incorporated in the branded cosmetics sold in the market. She said as an actress, she needed to wear makeup for a long time. Also, she's afraid of its effects on women's hormones and it alleviates premature aging.
"I wear makeup 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," she told Forbes. "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."
PeopleStyle added Paltrow teamed up with Behnke to create an "eco-friendly color cosmetics and skincare products" collection. They called it Phyto-Pigments Color line, and she proudly announced their collaboration with Juice Beauty.
"The company is kind of my dream in terms of alignment," Paltrow told Well + Good, via People. "I really believe in what Karen is doing for the sustainability of the planet... She's really the leader in these practices. It's very important as a woman, as a mother, and as someone who preaches a non-toxic lifestyle."
The Phyto-Pigments Color collection has 78 pieces of plant-based products, from different shades of glossy lipsticks, concealers, eyeshadow sticks, liquid foundations and many more. They offer a very affordable price ranging from $20 eyeliner to $48 makeup brushes, too.
"Juice Beauty had been in a place to hire what we call a 'Triple A List' celebrity partner for a long time," Behnke said. "But I couldn't help feeling, 'That's not us.' We wanted someone who could actually walk the walk of our brand... and Gwyneth embodied not only the entrepreneurial spirit and business savvy we were looking for, but also the true passion for clean, but fun, living."