You know when you’re in a fancy makeup store and you find something you really like? A montage of future moments where you’re wearing that red lipstick or eyeshadow plays in your mind. Your life is going to get better because of this lipstick. But then look at the price tag and you gag a little bit from the shock. That’s what I imagine Gwenyth Paltrow WANTED for her new makeup line.
After investigating all the toxins in the makeup Paltrow uses in her day to day life, she decided to collaborate with Juicy Beauty founder, Karen Behke, to create her own makeup line free of carcinogens and toxins.
Now, remember, the talk of “toxins” and “chemicals” is usually part of the giant pseudoscience industry hawked by new age gurus who want you to believe them so they can sell you their cleanses. So, take what Paltrow says and does with a grain of salt (and science).
“Under Gwyneth Paltrow’s creative leadership, Juice Beauty’s scientists have developed this new collection of high performance makeup made with certified organic ingredients.”
The collection includes 78 different pieces but they are on the higher end of the price scale. Foundation will set you back $42.00 and lipsticks are about $24.00.
In an interview with Forbes, Paltrow told the magazine:
“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. But once my lifestyle, Goop, started investigating toxicity in these products… I was stunned. I genuinely thought makeup was safe, but that’s not the case.”
While Paltrow’s attempt to make makeup all-natural and healthy is admirable, her claims that most makeup is filled with carcinogens is not true. Makeup is rigorously tested before its gets to the consumer. We have learned from the days of putting straight lead on our faces.