Gwyneth Paltrow’s Juice Beauty Makeup Line to Launch in Canada

Juice Beauty founder Karen Behnke with creative director of makeup Gwyneth Paltrow

Juice Beauty founder Karen Behnke with creative director of makeup Gwyneth Paltrow

 

Gwyneth Paltrow’s much buzzed-about cosmetics debut is coming to Canada. Beginning May 8, the Juice Beauty Phyto-Pigments makeup collection will be on counters at select Holt Renfrew stores and at holtrenfrew.com.

In addition to being an investor in the California-based company, Paltrow is Juice Beauty’s creative director of makeup. Their partnership works both ways: the Oscar-winning actor provided direction for the brand’s 66-piece Phyto-Pigments cosmetics range, while Juice founder Karen Behnke shared her 10-plus years of organic skincare expertise for the development of Paltrow’s Goop by Juice Beauty skincare line.

(Not yet stocked in Canada, the six-piece Goop by Juice range is sold online at goop.com and at a handful of American stores, including the Bal Harbor outpost of Gee Beauty, the Toronto-based skincare, brow and makeup studio.)

Behnke says she immediately hit it off with Paltrow when the two were introduced by a Juice board member. “We’ve had so many celebrities call us and [talk] about our products in magazines and pull us out of their bag for photographs, which has really been nice, but it was time to hire not just an endorsement, but an authentic celebrity partner,” Behnke says by phone from her headquarters in San Rafael, California. Paltrow is “passionate and pays attention,” adds Behnke. “She’s got great taste and she cares.”

The Phyto-Pigments collection includes the popular Flawless Serum Foundation, an antioxidant-rich full-coverage foundation available in 10 shades, and the buildable Ultra-Natural Mascara. Beyond the products’ high-performance claims (Behnke aims to create organic formulas that rival any traditional offering), fans will appreciate the Iron Man star’s personal touch.

“She’s been intimately involved with everything,” says Behnke. “She picked all the final packaging, all the final aromas, all the final shades—I mean every shade, every single one.” The stain-meets-gloss Liquid Lip, for instance, comes in colours named after Paltrow’s A-list Hollywood pals (Cameron Diaz, Reese Witherspoon, Chelsea Handler) and her daughter, Apple.

In Canada, Phyto-Pigments will be exclusive to Holt Renfrew. The retailer will also carry 40 skincare SKUs from four existing Juice ranges: Stem Cellular (anti-aging), Green Apple (brightening), Blemish Clearing and Daily Essentials. These skincare offerings will continue to be stocked at Murale, which has been carrying the brand since 2011.

Preview all of the Juice Beauty Phyto-Pigments products in the slideshow below, available May 8 at Holt Renfrew in Vancouver and Toronto (Bloor Street and Yorkdale locations).