Gwyneth Paltrow has scored the title of Creative Director at Juice Beauty and has already collaborated with the company’s CEO Karen Behnke to develop a new collection, Phyto-Pigments.

Phyto-Pigments is Juice’s new color cosmetics line that gets its name from the plant-derived
pigments that give the products a vibrancy, in place of artificial dyes. And of course, the products are made with certified organic ingredients, and the line is vegan.

Phyto-Pigments Flawless is the line’s foundation makeup, packaged in a clear bottle with an airless pump dispenser. It provides color by using argan and rose pigments, and coverage using cocnut alkanes instead of silicones.

Phyto-Pigments Liquid Lip gloss gets its vivid colors by using ingredients such as cape lilac and aubergine instead of artificial dyes. 

There are 78 new products in the Phyto-Pigment collection.

Behnke told Well & Good that Paltrow has been “working alongside me and our scientists and our product development team over the past several months, choosing all of the packaging, the color ranges, the final textures.”

Paltrow responded in the article, about Juice, saying,  “The company is kind of my dream in terms of alignment. I really believe in what Karen is doing for the sustainability of the planet….[she’s] really the leader in these practices. It’s very important as a woman, as a mother, and as someone who preaches a non-toxic lifestyle.”