Gwyneth Paltrow very publicly champions a clean and healthy lifestyle, one that permeates all facets of the 43-year-old actress's life. In a bid to shed her body of the toxins that she was surprised to find in makeup products, the Iron Man star joined forces with Juice Beauty CEO Karen Behnke to create an organic makeup line, featuring vegan-friendly lipsticks, blushes and more.
The mother of two revealed that she was inspired to create an organic makeup range after researches for her website Goop began looking into the ingredients of everyday products.
"I wear makeup heavily in my work, and now that I'm post-40, I've started to wear it more often in my day-to-day life," she told Forbes. "But once my lifestyle website, Goop, started investigating toxicity in these products… I was stunned. I genuinely thought makeup as safe, but that's not the case."
It comes as no surprise that Gwyneth was drawn to Juice Beauty, which is known for creating environment-friendly and healthy products.
"The company is kind of my dream in terms of alignment," Gwyneth explained to Well + Good. "I really believe in what Karen is doing for the sustainability of the planet … she's really the leader in these practices. It's very important as a woman, as a mother, and as someone who preaches a non-toxic lifestyle."
She later added, "We now know it's possible to create luxurious makeup products but without any of the potentially toxic ingredients."