Last year, under Gwyneth Paltrow’s creative leadership, Juice Beauty launched a collection of high-performance makeup. What makes this collection different? “Our entire makeup line is made with certified organic ingredients,” shares Juice Beauty Founder Karen Behnke. “We use phytopigments, which literally means ‘pigments or colors derived from plants.’ They’re a much better alternative to synthetic or artificial colors or dyes and are antioxidant-rich and vegan, designed to deliver vibrant color, illuminate skin and smooth fine lines for a flawless complexion.”
Ready to try this natural and organic makeup line? Below, Karen shared some of Gwyneth’s top makeup must-haves from the line, as well as what Gwyneth thinks about each of them.
Why Gwyneth Loves It: “I have never used a primer. I didn’t even know what primers were or how they worked. And then I sort of understood what the benefit of a primer was and I thought, ‘Is it possible to get this glow, this iridescent glow, with completely natural ingredients?’ And there was a lot of back-and-forth but eventually it worked. This has become one of my favorite products in the line.”
Why Gwyneth Loves It: “If I had to tell you the most difficult product to get right in the entire collection, it was the mascara. We had a lot of trouble with it because there’s no animal glue, no carbon black, it’s incredibly natural and conventional mascaras have crazy things in them that we do not want to put near our eyes.
Because it’s an all-natural product I learned that there’s a unique way to apply it. You put it on and then you let it dry—that’s a beautiful natural look. But if you want to build it more, you let that dry then put on another layer, and then you have a mascara that’s just as thickening as a conventional mascara, only there’s nothing really nasty in it. My experience is when you just put on one coat it’s lengthening and then if you let it dry and keep going then it gets really thickening.”
Why Gwyneth Loves It: “You know lipstick is on your mouth so you’re eating a lot of it all day without realizing it. But to get that amount of pigment, conventional products use a lot of heavy metals. When they came to me with these I was genuinely in shock: I thought there’s no way that this, the way that it looks in the package, is gonna be that color on my lips. But they made it happen. It’s just incredibly unique to have a formula that’s organic: all phytopigments, all from fruits and natural plants and to be able to achieve this color and it’s like this all day. It’s long-lasting, it doesn’t dry your lips, it’s incredibly supple and it feels great.
These eight shades are very close to my heart. I named each one of these shades after California women that I love. This one I have on me is called Gwyneth!”
Why Gwyneth Loves It: “This was hard to get right. Eyeliner has a lot of terrible things in it. You’re talking about putting something in your eye, so this is an area where it’s even more important to have clean ingredients and this has no carbon black in it, which is a byproduct of petroleum combustion or some terrible thing. A lot of times they use animal glue to get it so that it’s long-wearing, and obviously we didn’t want to put that in there, but the result was one sample was really dry, one was kind of crumbly, so this took a lot to get right.”
Why Gwyneth Loves It: “This product, the concealer, to me is one of the hero products of the entire line because as a woman who doesn’t wear full foundation every day, concealer is key. We went back and forth with that chemist a million times and I thought she was gonna throw me out of my own house. But in the end this product is so incredibly beautiful. There are a couple of products in the line that, because they have nothing nasty in them, you have to slightly modify application: this and the mascara. Because it’s not formulated with any silicones or talc or anything like that, you just have to warm it up a little bit in your finger before you apply it. It goes on smoothly and it has amazing coverage. It doesn’t look cake-y and it’s perfect, so you kind of emulsify it for a second.”
Why Gwyneth Loves It: “There are 10 shades of this, which is amazing. This one is mine: Golden Tan. We have all these fantastic shades and I just think the coverage is so beautiful and when I play with it at home I’m finding that I can build more on if I want more coverage or I can also mix it with the primer just to even out skin tone.”
Why Gwyneth Loves It: “When I was trying to brainstorm all these California names for the line I thought it would be great to name them—because of that sheerness (of this product)—after some of my favorite beaches in the state of California. These are more sheer so they’re a little less serious: something you would wear to the beach or during the day.”
Why Gwyneth Loves It: “You would never know that this was a clean product. I mean if you closed your eyes and you asked somebody to put this on and then put on the top-selling conventional lipstick, I don’t think you could tell the difference.
One of California’s great attributes is the wine production, so I thought it would be really nice to name each of the shades after either a grape or a wine region in California. This one we called Napa, which is such a beautiful pink and this was kind of the inspiration for naming them all after the various wine regions. It’s really beautiful and it stays really well. Very moisturizing and plumping; they have hyaluronic acid from vegetables.”
Why Gwyneth Loves It: “I love this one. I wear this sometimes over lipstick, I wear it by itself, same with all of them. They’re just meant to be really natural but bring that extra sexy luscious thing to your lip. Really easy to put on. Completely healthy. You will eat it and you can because there’s nothing bad for you in it whatsoever. It doesn’t stick! You know, a lot of those conventional lip glosses you walk around with your hair stuck in your mouth. I just wanted it to evoke a really natural, sexy moment. Really hydrating and really beautiful.”