Celebrity Beauty

Gwyneth Paltrow Turns Make-up Mogul

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Getty
Getty

GWYNETH PALTROW has fronted beauty campaigns for the likes of Estée Lauder, Hugo Boss and Max Factor, but has now expanded her personal business empire further by investing in a brand of her own - Juice Beauty.

"I wanted to move away from the celebrity endorsement aspect. 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 Goop and using that celebrity aspect of my life to further enrich my own brand," Paltrow told WWD. "In my own life, I don't have a [beauty] product that is as luxurious and high performing as it is clean. I'm very aware of the toxicity in our products that we use all the time."

Paltrow, who has previously invested in a blow-dry bar in California, has signed a five-year contract with Juice Beauty founder Karen Behnke, and is now creative director of make-up for the brand. Juice Beauty is currently an organic skincare brand sold across the United States, but the new make-up range will launch later this year, with involvement from Paltrow in the creation of the packaging, colours and formulations.

"It was really important to me to not just hire a face or do an endorsement type of deal," said Behnke. "It was more important for me to align goals and values and find a true business partner."

Juice Beauty has in turn invested in Paltrow's website, Goop, and will work with the actress on six new skincare products to be sold via Goop.com next year.

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