BEAUTY&STYLE Published January12, 2016 By Czarelli Tuason

Gwyneth Paltrow Launches Own Organic Makeup Line; ‘I Genuinely Thought Makeup Was Safe, But That’s Not The Case.’

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Gwyneth Paltrow
(Photo : By: Juice Beauty)

American actress Gwyneth Paltrow has recently launched a makeup line in cooperation with  Juice Beauty that is sure to excite most women given its sought-after qualities - organic and vegan-friendly.

According to Telegraph on Tuesday, the creative director of the makeup line and founder of lifestyle website Goop developed a line of cosmetics, including concealer, liquid foundation, eye shadow, blush and liquid lipstick, all in various shades for a total of 78 products.

"God bless every brand for the past however-many years that's made natural make-up, but it's not long-lasting, red carpet make-up," said Gwyneth. "When we were introduced to Juice Beauty, we were amazed at the efficacy of their products, which contain certified organic ingredients and we are thrilled to be partnering with them in both make-up and skin care."

Paltrow admitted to believing in the cosmetic industry's diligence on controlling and managing the ingredients that go in their products, but was confused by how some brands allowed some hazardous and carcinogenic compounds to be slathered on their clients' faces, noted Forbes on Monday.

"I wear makeup heavily in my work," Gwyneth explained. "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 website, Goop, started investigating toxicity in these products... I was stunned. I genuinely thought makeup was safe, but that's not the case."

Even makeup experts are advocating Gwyneth's organic makeup line, noting

"Many commonly used synthetic ingredients are known to act as carcinogens or as endocrine disruptors," said Cindy DiPrima, co-founder of New York's first 100% nontoxic beauty store, CAP Beauty.  "It's hard to say why beauty is so unregulated, but it seems that there simply wasn't a thorough enough understanding of how is absorbed through the skin."

Thanks to a year of meetings with Karen Behnke, founder of Juice Beauty, Gwyneth has designed an organic makeup line with certified organic components.

"I honestly fell in love with Karen," said Gwyneth. "She's a mom; she's authentic. She has such incredible expertise in the space... You have to remember Goop is a startup. Our biggest problem is that we have too much opportunity, but we can't do everything at once."

"In the next few years, you're going to see the prices of organic going down as the production quality goes up," Gwyneth added. "Which is exactly what we want to see. We don't want eating carcinogen free food, for example, to be a luxury. It's insane, and it should be the same with beauty."

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