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Gwyneth Paltrow taps Juice Beauty

February 27th 2015 / Ayesha Muttucumaru Google+ Ayesha Muttucumaru / 0 comment


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The Oscar winner and Goop founder swaps endorsements for brand ownership in her newest venture

“Gwyneth Paltrow has thrown in the towel on the endorsement racket in favour of being an owner.

“The actress, who thrives on sustainability and eco-chic living, has fronted an array of beauty brands for companies such as Estée Lauder, Hugo Boss, Max Factor and Restorsea. But now, she’s looking to stand behind just one brand, specifically Juice Beauty.

“’I wanted to move away from the celebrity endorsement aspect,’” noted Paltrow, who recently invested in Blo Blow Dry Bar. ‘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.’

“Meanwhile, Paltrow felt as if she was missing something in her everyday life. And if she’s missing something, then her site, Goop, is too.

“’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.’

“Cut to Paltrow meeting Karen Behnke, founder of Juice Beauty, an organic skincare line sold in 1,200 retail doors including Ulta, Rancho La Puerta, Whole Foods and Pharmaca, through a mutual friend. The women’s visions aligned and a five-year plus renewal agreement was born. Paltrow is now the creative director of makeup for Juice Beauty and a shareholder in the sustainable company. Oh, and Juice Beauty has invested in Goop.”


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