There are few celebrities whose recommendations we trust as much as Gwyneth Paltrow’s when it comes to eco-chic living. Even if at times out of touch, her passion for closing the gap between sustainability and style is something we can definitely applaud. So, when WWD reported that Gwyneth had signed on with organic skincare line Juice Beauty to launch an affordable beauty line as the the brand’s new creative director of makeup, we could only think: it’s about time we detoxed our makeup bags.


According to the report, Gwyneth made the move with Juice Beauty, a brand she already sells on her lifestyle website goop, in order to fill a major void she saw in the beauty realm. “In my own life, I don’t have a [beauty] product that is as luxurious and high performing as it is clean,” she told WWD. “I’m very aware of the toxicity in our products that we use all the time. I still use a lot of them because they work, whether it’s shampoo or mascara.”


Thanks to her new long-term role, Gwyneth can help clean beauty products compete with those tried-and-true, yet not-as-good-for-you staples. Not only is she the exclusive face of the brand, but she’s also closely involved with formulation, colors and packaging design, so be rest assured the new products will be stamped with the GP seal of approval (and if she approaches her beauty products like she does her diet, that means those standards are set extremely high). We’re banking on a refinement of the already beautiful presentation (seen above) with a more goop-y minimal, modern and ultra luxe look and the introduction of new natural miracle ingredients that will become the backbone of our future beauty routines.

Set to launch at the end of this year, the 75 eco-friendly products for eyes, lips and face will cost between $24-$49, which is way more affordably priced than other celebrity-endorsed beauty routines, including Kim Kardashian West’s bonkers $2,000 beauty regimen. Refreshingly, it’s also more reasonable than most of Gwyneth’s curated selections of must-have products. Sorry girl, we just can’t forget about that $4,000 gold juicer.

Will you be detoxing your makeup kits with Gwyn’s new products? Tell us what eco-friendly beauty products you swear by in the comments below.

(Photos via @gwynethpaltrow + @juicebeauty; Featured image via Jason Merritt/Getty)