Gwyneth Paltrow is Juice Beauty’s New Creative Director

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Gwyneth Paltrow is Juice Beauty’s New Creative Director featured image

NewBeauty cover star Gwyneth Paltrow is expanding her lifestyle site Goop into the beauty world by signing on as Juice Beauty’s Creative Director.

Staying true to her affinity for organic and sustainable products, Paltrow says to Women’s Wear Daily: “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.” Goop and Juice Beauty are partnering to create an exclusive line of makeup and skincare using certified organic products.

Paltrow isn’t just lending her face to the brand — she becoming a Juice Beauty shareholder as well. 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 says.

The actress will head up Juice Beauty’s makeup line, launching its newest collection later on this year. She has her hand in everything from packaging to formulation for the range of eye, lip, cheek and face cosmetics. Paltrow will also help create six new skin-care products for early 2016.

Both makeup and skincare products will be available for purchase on Goop.com.

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