Gwyneth Paltrow's lifestyle/ecommerce site Goop is continuing its world takeover with a partnership with San Francisco-based organic skincare company Juice Beauty.
According to the Business Of Fashion, Paltrow is currently developing a color makeup collection with Juice Beauty, which will hit stores in 2015, and a skincare range, set to launch on Goop in 2016.
"They were looking for someone to endorse their makeup line and we were looking for somebody to help us build a skincare line from the ground up," Paltrow said.
The Chicago Tribune writes that Paltrow is heavily involved with the collaboration: she is now the creative director of makeup for Juice Beauty and is designing packaging and testing products for the upcoming makeup collection.
"I'm in a profession where a lot of makeup is put onto my skin," she said. "The reason that I have never used organic makeup, or infrequently, is I haven't found anything that's high performance enough to withstand the red carpet or a movie set or a cover shoot.
"I have a daughter who's turning 11, and she's incredibly interested in makeup - she watches YouTube tutorials, and her godmother came over to take her shopping for her birthday and she wanted to go to Sephora and buy makeup, and obviously I let her get what she wants at this stage because there isn't an alternative. Luckily at this age she isn't wearing makeup every single day; we're talking about something every once in a while for fun at home. She bought this bright red lipstick and I thought, that's full of lead, but what can I do?
"I've never seen color achieved like this in an organic line - it's such concentrated fruit pigments. And if I gave you this bright red lipstick to try, you honestly could not tell the difference between it and the most high-end luxury brand."
This article was originally published on Fashion & Style.