Gwyneth Paltrow is Juice Beauty's New Creative Director of Makeup

The actress wants to make your beauty routine all-organic and chemical-free

Corbis Images.

Gwyneth is the reigning queen of glamorous healthy living, with her lifestyle website Goop, two clean-eating cookbooks, and an opinion on just about every health topic you can think of. Now, she's tackling eco-beauty as the new creative director of makeup for Juice Beauty, an organic and sustainable skincare line.

But before you get all worked up about celebrity "ambassadors," you should know that her position is not just as a figurehead, and she's not simply endorsing the line. Paltrow has invested in the company, proving her dedication to the growth of the relatively small brand. "When we [goop] 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 skincare," Paltrow said in a press release. (Like organic beauty? You'll love these 5 Better-For-You Beauty Treatments.)

Juice Beauty currently produces an impressively wide range of cleansers, creams, moisturizers, oils, and serums, as well as shampoos and conditioner. They offer some makeup, including mascara, blush, and lip color, but under Paltrow, they will expand to include high-performance makeup formulations made with certified organic ingredients. The line will launch late this year and consists of 75 different products for eye, lip, cheek, and face, ranging from $24 to $49. We're curious to see how the line compares to other organic makeup lines, but sure that Paltrow will have some very unique things to bring to the beauty market. (Just no kale on our faces, OK, Gwynnie?)

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