Gwyneth Paltrow Gets Goopy with Juice Beauty

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Gwyneth Paltrow is getting Goop-y with organic skincare line Juice Beauty and going beyond one-off collaboration by investing in the brand.

Paltrow instantly clicked with the brand’s founder Karen Behnke when they met. The pair drew up a five-year plus renewal agreement, making the actress the brand’s new creative director and shareholder and even had Juice Beauty invest in Goop. It marked the second beauty business Paltrow’s put her power behind after Blo Blow Dry Bar. It offered a chance for both to build their business without playing into a regular endorsement deal. “It was really important to me to not just hire a face or do an endorsement type of deal,” Behnke told Women’s Wear Daily. “It was more important for me to align goals and values and find a true business partner.”

Paltrow agreed. “I wanted to move away from the celebrity endorsement aspect,” she explained. “I’m very appreciative of all the endorsements I’ve gotten in the past and there’s always been integrity there, but I’m really focused on building [the lifestyle Web site] Goop and using that celebrity aspect of my life to further enrich my own brand.”

Their first project together is a new makeup range with 75 beauty buys for eyes, lips, faces, and cheeks that will hit selves later this year for $24 to $49. Paltrow will have input on the packaging design, colors, and formulation that promises high pigments and performance without compromising its organic ingredients. Plus, the pair also have a six new skincare products that will be exclusive to Goop in early 2016. “In my own life, I don’t have a [beauty] product that is as luxurious and high performing as it is clean,” admitted Paltrow. “I’m very aware of the toxicity in our products that we use all the time. I still use a lot of them because they work, whether it’s shampoo or mascara.”

Goop-y gals, mark your calendars now!