Meet the Maker: Juice Beauty

Meet the Maker: Juice Beauty

We caught up with Gwyneth Paltrow, creative director of makeup at Juice Beauty, to talk about organic beauty, her favourite products and her highly anticipated makeup collection.

What inspired you to start exploring natural/ organic make up?

As an actress I’ve spent years and years having lots of makeup applied to my skin. Skin is incredibly absorbent and I started to think about what was in the makeup that was being applied on my skin. I had always operated under the assumption that beauty products were safe and that the industry would not allow toxic chemicals, carcinogens, and endocrine disruptors into the makeup products that women are using every day. Unfortunately the beauty industry does not protect us at all really. And so I really saw a huge opportunity to become involved with a company that is so incredibly ethical and moving the whole clean beauty movement forward with incredible products that are red carpet worthy.

What was your vision for the line when you joined Juice Beauty and was this difficult to achieve with natural and organic ingredients?

We started the development of the makeup products in 2015 and I wanted to create a gorgeous, luxurious, and super clean line of makeup that you can wear anywhere. It needed to be high performing and last on set all day, contain amazing natural plant-pigments, but also to be completely safe. When I agreed to join as Creative Director it meant that my vision had to be realized and I can be unrelenting in getting the formulas the way I envision them. At the end of the day my philosophy was ‘if we can’t get it as good as or better than conventional makeup, then we shouldn’t launch it’ and finally we were able to match the performance of conventional makeup.

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What kind of audience are you targeting with the Phyto-Pigments range?

All women who want high-performance makeup that is good for their health.

What are the key ingredients and their benefits?

Juice Beauty’s Phyto-Pigments makeup contains vibrant plant-derived pigments for amazing colour pay-off, fruit stem cellular skincare technology to help restore and renew skin, and also moisturizing cold-pressed organic oils for long-lasting comfort – all formulated in an organic base of botanical juices, waxes and powders – and completely vegan.

What is your favourite item in the line?

I cannot choose between the Ultra-Natural Mascara, Perfecting Concealer and Illuminating Primer. These are my must-haves every day.

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What advice would you give to someone who is making the switch from conventional make up to natural/ organic?

I learned during the product development process that with organic formulas you sometimes need to finesse slightly the way that you are used to applying the conventional version of that product. Take the Juice Beauty Ultra-Natural Mascara for example. It’s not like a conventional mascara so for the best results you apply one coat, let it dry, then apply a second coat and that way you have a mascara that’s just as thickening as a conventional mascara, but formulated without carbon black, coal tar, animal glue and petroleum-derived ingredients!

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