Learn all about the Goop founder's new beauty line


We’re already well-equipped with tips and tricks on how to live a healthy lifestyle thanks to the green gospels of Goop guru Gwyneth Paltrow. But now, the actress and entrepreneur is taking her green love to the next level with her very own organic and vegan beauty line with Juice Beauty.

Credit: Swan Gallet/WWD/REX/Shutterstock

Warwick Saint

As the beauty brand’s newest creative director, Paltrow teamed up with its CEO Karen Behnke to design a line of eco-friendly color cosmetics and skincare products, known as the Phyto-Pigments Color collection, and she says, the collaboration with Juice Beauty was a natural fit.

“The company is kind of my dream in terms of alignment,” Paltrow told
Well + Good
. “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.”

Gwyneth Paltrow Juice Beauty collection

Warwick Saint

The Phyto-Pigments Color collection boasts 78 pieces in total, offering a range of colorful, plant-derived products, including satin-like lipsticks, creamy concealers, eyeshadow sticks, liquid foundation and more, with price points from as little as $20 for eyeliner to $48 for makeup brushes.

“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.”

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Paltrow and Juice Beauty’s new line hits virtual shelves today on juicebeauty.com and ulta.com. No word on whether or not it’ll be in this week’s Goop newsletter, but we’re totally counting on it!

Are you excited for Juice Beauty? Will you be adding any of the organic beauty products to your current regimen? Share below!

–Sarah Kinonen