TORONTO – Gwyneth Paltrow turned up at Holt Renfrew’s Bloor Street flagship here last week for the retailer’s launch of Juice Beauty’s new Phyto-Pigments makeup collection.

Paltrow, who’s the creative director of makeup for the organic skincare line, was joined by founder Karen Behnke at the appearance, which included a 30-minute question-and-answer session before a live audience about Juice Beauty’s “clean” philosophy and the benefits of using certified organic ingredients.

“Gwyneth is a perfectionist,” Behnke said before the Q&A. But as Paltrow interjected with a wide smile, “My perfectionism is exhausting Karen, I’m sure.”

Through their collaboration, Juice Beauty has undergone an upgrade to make it more competitive against today’s top luxury brands.

“The missing component was that everything had to feel luxe,” said Paltrow, who sat in Holt’s light-filled offices dressed head-to-toe in pink. “I am a health food consumer, but I’m also a higher-end consumer, too. So these products had to look right. They had to have the feel and slip of a luxury product. They couldn’t fall short.

“If they couldn’t be better then I’d go back to using Laura Mercier. But I didn’t want to do that,” said Paltrow, whose imprint is everywhere — from the high-performance, certified organic blush to the collection’s lip glosses. That includes a hot pink shade named for her daughter, Apple, and mauve pick dubbed “Blythe” for Paltrow’s mother, actress Blythe Danner.

You May Also Like

Juice Beauty’s Phyto-Pigments makeup collection is “designed for all ages,” said Behnke. The toxin-free collection also includes a buttery treatment concealer similar in feel to Juice Beauty’s eye cream.

“These products have to work and deliver results,” said Behnke, who launched Juice Beauty in 2005. Through her collaboration with chemists, physicians and microbiologists, Behnke created an “eco-chic” brand that now meets America’s most rigorous organic product regulations. That appealed to Goop creator Paltrow, who launched the wellness and lifestyle newsletter in 2008.

“I was raised by a mom who was an environmentalist. And my dad had cancer,” said Paltrow. “At Goop we wanted to make nontoxic beauty cool.”

But in a bigger sense, Paltrow hopes “to do clean beauty and excel at it, just like Stella McCartney excels at what she does,” she said of the designer, who is a close friend.