Renowned for her clean living ways, Gwyneth Paltrow recently announced she would be extending her lifestyle empire to include a certified organic make-up line in collaboration with Juice Beauty. Now, the highly anticipated 14-piece collection has finally arrived and is available on the beauty brand’s online store.
Paltrow told Forbes she was inspired to start the line after finding it difficult to locate natural but effective make-up offerings, commenting: “I couldn’t find anything high-performance enough to achieve the results I was used to.”
She soon partnered with Juice Beauty’s founder Karen Behnke, and formed a phyto-pigment collection that includes 78 different shades of complexion (ie, foundation, concealer, primer), eye make-up and lip products, with prices ranging from $US20-48.
Paltrow was heavily involved in the process of creation, with Behnke explaining: “Gwyneth was involved in product development from start to finish. She was there every step of the way, researching how we could use crushed rose petals instead of artificial dye in our lip colors… how plants and seaweeds are actually an effective, natural way to get pigment into your product.”
Both parties undertook countless hours of research to find an organic alternative to traditional ingredients, as well as packaging. Glass bottles and airless pumps were utilised to preserve the foundations, with plant-based formulas and cold-pressed oils featuring heavily on the ingredients list.
Image: Marie Claire US
