Interview

Gwyneth Paltrow for Juice Beauty Interview with the founder, Karen Behnke

Juice Beauty Founder, Karen Behnke introduces new Juice Beauty Makeup Line with Gwyneth Paltrow as Creative Director

If you’ve hung around BWB for long enough, you know how much we love Juice Beauty, a company that uses vitamin-rich, organic botanical juices as the main ingredient in their beauty products. In case you didn’t get enough of them last time, we have here another interview with their founder about their all-new Makeup Line, with the raving comments of Creative Director, Gwyneth Paltrow, who led the project.

Gwyneth told us:

“Juice Beauty’s formulations are as powerful and effective as some of my favorite conventional products. They are one of those all-too-rare companies that’s really living up to its promise to consumers — sourcing really beautiful, organic ingredients and doing the research and development to create powerful formulations, all while being incredibly kind to the environment… When we were introduced to Juice Beauty, we were amazed at the efficacy of their products. We are thrilled to be partnering with them in both makeup and skin care.”

Gwyneth Paltrow Juice Beauty

Want to learn more? Read on for some more insight into the creative process behind their new line, and how their philosophy and work ethic have combined to make it what it is now.

BWB: You have been in the beauty business for a long time. What was the inspiration to enter the makeup industry?

Yes! At Juice Beauty we are in our 11th year! Once we established ourselves in the high efficacy skincare world, makeup was really the next challenge. Our customers were asking to be able to finish their skin with Juice Beauty. We then took on the challenge of creating the same high quality products that would match or exceed the effect of conventional chemical brands.

Instead of Parabens, we use natural food-grade preservatives. Instead of artificial dyes, we use Juice Beauty plant-derived Phyto-Pigments. Instead of silicones we use coconut alkanes.

BWB: What makes Juice Beauty Makeup unique?

Very few national organic brands meet the 70% or greater “made with certified organic ingredients” government regulations. We are one of the few as it is really, really hard to create luxurious, high efficacy organic formulations! Since we don’t use inexpensive fillers such as petroleum glycols or added water, our products are packed with nutrients so every antioxidant rich drop can feed your skin. Many conventional and natural beauty products start with a base of petroleum glycols (butylene or propylene glycols—like petroleum jelly products). These can be laced with potentially harmful chemicals. In some cases, these products are simply diluted with water. Our new makeup products perform as well as conventional chemical makeup, yet we have significant differences for our Phyto-Pigments makeup. For example, instead of Parabens, we use natural food-grade preservatives. Instead of artificial dyes, we use Juice Beauty plant-derived Phyto-Pigments. Instead of silicones we use coconut alkanes and we use Phyto-Pigments of Argan husks in lieue of petroleum combustion byproduct coal. These are just some of the reasons why we’re truly pioneers in this space.

BWB: What kind of women are you targeting?

Juice Beauty’s makeup customer is an educated consumer that wants luxury and demands the performance of conventional chemical products. She is forward thinking and is interested in healthy ingredients for herself and for the planet.

Gwyneth embodies not only the entrepreneurial spirit and business savvy we were looking for, but also the true passion for clean and fun living.

BWB: Tell us a little bit about your partnership with Gwyneth Paltrow and her role as Creative Director.

I started thinking about how we could actually have an authentic relationship with a celebrity that would fit the authenticity of our company. 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 and fun living. Gwyneth is a very hands-on Creative Director. She is not mixing the products, of course! We do have chemists, but she has been working alongside me and our scientists/product development team during the whole process. She has had a major role in selecting all of the packaging, colors, final textures, final aromas, and finally, naming all the products. You can imagine how fun it is to have perfect shade matches. In every product category, one shade is perfectly matched to Gwyneth. For instance, her Flawless Serum Foundation is “Golden Tan”. Additionally, we created two makeup looks that were patterned after Gwyneth’s daytime look “Phyto Natural” and her Hollywood look, “Phyto Glam”.

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BWB: What are a few of your favorite products in the new line?

The Luminous Lip Crayons! They are a unique blend of plant-derived Phyto-Pigments with replenishing plant emollients to keep lips soft with a smooth, creamy texture and lightweight feel. They are named after Gwyneth’s favorite California beaches.

We strive to source our ingredients locally from West Coast certified organic farmers and we manufacture strictly in the U.S.A. often with solar and wind power. We also utilize sustainable containers and printing with soy ink.

BWB: How is the makeup line formulated and where is it produced?

The entire Phyto-Pigments collection is nontoxic and organic and in order to achieve the look and feel of conventional makeup, our alternative formulation process is more expensive and cleaner. Phyto-Pigments are plant-derived pigments which are incredibly bold and vibrant with amazing color payoff. We use a wide breadth of these plant-derived pigments in the new range of 70+ formulations. Each pigment has been safely extracted using carbon dioxide (and not with solvents like hexane) in order to preserve the pigments’ integrity and to avoid unnecessary petrochemicals in the extraction process.

We strive to source our ingredients locally from West Coast certified organic farmers and we manufacture strictly in the U.S.A. often with solar and wind power. We also utilize sustainable containers and printing with soy ink.

It was a labor of love. There were a lot of benefits to juggle, and we wanted to meet everyone’s needs. The outcome is beautiful, bright and clean makeup. You have to try it to believe it — the proof is in the makeup bag and on your face.

Gwyneth Paltrow Juice Beauty

BWB: What is your vision for Juice Beauty Makeup?

Gwyneth Paltrow, Juice Beauty’s Creative Director, Makeup and I really want to deliver high performance makeup, with certified organic ingredients that are cutting edge with innovation.

Katie von Strasser

Katie von Strasser is a former ballerina with a background in fashion and art. She is a devoted advocate for people with disabilities. Katie has a passion for travel and all things beautiful.
She resides in San Francisco with her family. (Photo by Darryl Nitke)

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