Gwyneth Paltrow's New Organic Beauty Line Has Arrived

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Gwyneth Paltrow

It's made from, wait for it, juice.

Actress, author, entrepreneur and singer Gwyneth Paltrow has added another hat to her lineup: creative director, makeup.

The Goop founder on Monday announced a new long-term partnership with organic California-based brand Juice Beauty and the launch of an antioxidant-rich cosmetics range.

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Appropriately, the healthy lifestyle guru’s products are all nontoxic, vegan and certified organic, made using a base of pure botanical juices, waxes and powders, and colored with elements such as crushed flower petals. The plant-derived phyto-pigments promise to be vivid and intense enough to stand up to traditional cosmetics colors.

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The 78-piece debut collection features products ranging from a serum foundation, concealer and contouring bronzer to lip crayons, gloss and shadow sticks, many of which contain cold-pressed oils and an age-defying serum to smooth lines, illuminate and blur imperfections. We can’t wait to see if Hollywood — and her buddies like Beyonce — will get on board.