By Arwa Lodhi
Not long ago, Gwyneth Paltrow threw a few of her millions into the all-natural skincare brand Juice Beauty, and is now serving as the company’s Creative Director of Makeup. Unlike her marriage to Chris Martin, this partnership seems to have been a marriage made in heaven: Juice has since invested in the actress’s online lifestyle brand Goop, and made Paltrow the face of a new, just-launched makeup line, which uses only certified organic ingredients.
It seems that Paltrow, who has been criticised in the past for living in a bit of a bubble, (acting all ‘girl next door’ whilst promoting a lifestyle and products that are generally only accessible to the 1%) has finally found a brand to represent that matches her organic philosophy and is reachable to the general natural beauty product fan.
Still, unlike some celebs, like Alicia Silverstone or Leo DiCaprio, who preach an eco-friendly lifestyle because they genuinely care about the planet, Paltrow seems to be more into it for the bucks. As she told WWD. “…I’m really focused on building Goop and using that celebrity aspect of my life to further enrich my own brand.”
Actually, that’s fine with us. So long as there are more great organic and vegan beauty products out there, all the better, right? And the range she’s created with Juice CEO Karen Behnke, called the Phyto-Pigments Color Collection, actually rocks.
The collection boasts 78 pieces in total, offering a range of richly pigmented, plant-derived products, including satin-like lipsticks, creamy concealers, eyeshadow sticks, liquid foundation, natural mascaras and more, with price points from as little as $20 for eyeliner to $48 for makeup brushes.
“The company is kind of my dream in terms of alignment,” Paltrow told Well + Good magazine. “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.”
Paltrow thinks conventional, toxic makeup and skincare will soon be thrown into the dustbin of history: “Obviously we’re living in an age where we’re all becoming more and more aware of link between what we’re ingesting and adverse effects on our health,” Paltrow told Well + Good. “Ten or 15 years ago with organic food, people didn’t understand it, and now we have this mass movement. [Today] people are really understanding now how absorbent an organ the skin is … how applying toxic chemicals on our skin is not good for us.”
We couldn’t agree more, and are actually looking forward to Paltrow’s upcoming skincare collaboration with Juice, coming later this year. Stay tuned!
Main photo credit: Juice Beauty; ecouterre.com