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Gwyneth Paltrow joins Juice Beauty as creative director of makeup

The actress and founder of Goop goes into partnership with the organic beauty brand

By Andrea Tim | Published: 2 Mar 2015

Gwyneth's new job
Photo: Getty Images

It was only a matter of time before Gwyneth Paltrow went beyond just being a spokesperson for beauty and cosmetic brands. She's found her match in Juice Beauty, with whom she's sealed a deal to serve as creative director of makeup. Juice Beauty is also investing in her lifestyle website, Goop.

"I wanted to move away from the celebrity endorsement aspect," she 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."

Juice Beauty is known for its healthy philosophy, using organic formulas and ingredients – including botanical juice bases – to create its skincare, makeup and hair care products. We get how this goes well with Gwyneth's own all-natural lifestyle and the products she promotes on Goop.

"At Goop, our priority is our readers, so we only recommend products that we believe in, have tried, and love," she said. "We are always looking for clean products that fit our values and what the Goop audience wants."

Gwyneth's first Juice Beauty makeup range is expected to be launched late 2015, while a small skincare range, slated for early 2016, created as a collaborative effort by her and the beauty brand will be sold on Goop.

Between juggling these many new responsibilities and being a mother, you'd think that Gwyneth would be slowing down in her acting career. Right? Wrong. According to WWD, she's already looking at future films, having just finished Mortdecai where she played opposite Johnny Depp.

"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."

Related: Gwyneth Paltrow is launching a clothing line


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