Gwyneth Paltrow has thrown in the towel on the endorsement racket in favor of being an owner.

The actress, who thrives on sustainability and eco-chic living, has fronted an array of beauty brands for companies such as Estée Lauder, Hugo Boss, Max Factor and Restorsea. But now, she’s looking to stand behind just one brand, specifically Juice Beauty.

“I wanted to move away from the celebrity endorsement aspect,” noted Paltrow, who recently invested in Blo Blow Dry Bar. “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 [the lifestyle Web site] Goop and using that celebrity aspect of my life to further enrich my own brand.”

Meanwhile, Paltrow felt as if she was missing something in her everyday life. And if she’s missing something, then her site, Goop, is too.

“In my own life, I don’t have a [beauty] product that is as luxurious and high performing as it is clean,” admitted Paltrow. “I’m very aware of the toxicity in our products that we use all the time. I still use a lot of them because they work, whether it’s shampoo or mascara.”

Cut to Paltrow meeting Karen Behnke, founder of Juice Beauty, an organic skin-care line sold in 1,200 retail doors including Ulta, Rancho La Puerta, Whole Foods and Pharmaca, through a mutual friend. The women’s visions aligned and a five-year plus renewal agreement was born. Paltrow is now the creative director of makeup for Juice Beauty and a shareholder in the sustainable company. Oh, and Juice Beauty has invested in Goop.

“It was really important to me to not just hire a face or do an endorsement type of deal,” said Behnke, who added that the company is aiming to become a multi hundred million-dollar beauty brand over the next five years. “It was more important for me to align goals and values and find a true business partner.”

Set to launch late this year, the makeup range, which consists of 75 stockkeeping units for eye, lip, cheek and face and is priced from $24 to $49, is said to include high pigment payoff and performance, while containing certified organic ingredients. Paltrow, who was involved in the packaging design, colors and formulation, hopes that makeup artists will use the collection. The company is still determining retailers.

To that end, Juice Beauty will work with Paltrow to create six new skin-care products, which will be sold on Goop.com and will launch in early 2016. Lisa Gersh, chief executive officer of Goop, will also be heavily involved in these products.

While financial figures will be dependent on its retail partners, industry sources estimate that the makeup collection could do up to $15 million in its first year on shelves.

As if Paltrow doesn’t have enough on her plate, she is still very much in the thick of acting. During her interview, she was under deadline to commit to a new film. “There are a few things [I’m looking to do], one of which I can’t say yet,” she said. “It’s always a balance for me. I have little kids at home, but I’m close to committing to something really interesting, which is the best I can say.”

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