She’s overhauled our pantry, taught us how to ‘consciously uncouple’ and has even told us to steam our vaginas. Now, Gwyneth Paltrow is cleaning up our beauty routines as Creative Director of Juice Beauty, an organic and vegan makeup line.
“I wear makeup heavily in my work,” Paltrow told Forbes. “And now that I’m post-40, I’ve started to wear it more often in my day-to-day life. But once my lifestyle website, Goop, started investigating toxicity in these products… I was stunned. I genuinely thought makeup was safe, but that’s not the case.”
The 78-piece collection includes foundation, blush, eyeshadow, mascara, concealer, eyeliner and lip colours that have been developed naturally from the pigments of rose petals, aubergine and pomegranate.
“In conventional brands you use artificial dye and you never have to worry it’s going to be the same colour every time,” Karen Behnke, the founder and CEO of Juice Beauty told Fashionista. “But think about it: Every flower is different. Our chemists have to work so hard with colour charts to get the same color every time.”
Hard work for them, but good news for us, especially if you like your makeup to smell like flowers and fruit.