First she wants us to dress like her, then she wants us to eat like her, now, Gwyneth Paltrow wants us to paint our faces with her goddamn organic makeup line. When will the madness end? Paltrow’s latest endeavor involves the newly-launched Phyto-Pigments collection under the Juice Beauty Brand.

After a year of meetings with Juice Beauty founder, Karen Behnke, the two have created a high-performance cosmetic line made with certified organic ingredients. “I wear makeup heavily in my work,” Paltrow told Forbes. “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.”

Instead of launching her own makeup line through Goop, Paltrow chose to work with the beauty industry veteran. “I honestly fell in love with Karen,” Paltrow explained. “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.”

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The 78-piece collection includes foundation, blush, mascara, eyeliner and lip color. “In the next few years, you’re going to see the prices of organic going down as the production quality goes up,” Paltrow predicts. “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.”

That’s a good point. But we’ll see about that, Gwynnie. In the meantime, the cost of a Goop-like face ain’t cheap. Since everything is organic, they’re definitely more on the high end, than, let’s say, drugstore beauty gems like Wet & Wild and NYX. Paltrow’s liquid lip color will cost you $24, while foundation is $42.


Contact the author at marie.lodi@jezebel.com.

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Image via Getty.