By Jasmine Roberts Gwyneth Paltrow has taken on a new project as creative director of makeup for
Juice Beauty, a pure and organic skincare line. “I wanted to move away from the celebrity endorsement aspect,” Paltrow told WWD. “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.” “In my own life, I don’t have a [beauty] product that is as luxurious and high performing as it is clean,” she continued. “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.” The actress signed on for a 5-year contract with the brand, and together they aim to create six new skincare products (to be sold on Paltrow’s website
Goop, naturally) that are expected to launch later this year.
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