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Paltrow isn’t just the face of the line. As the firm’s creative director of makeup, a role she’s signed on to play for the next five years, if not more, the Oscar winner worked alongside Juice Beauty’s scientists and product development team to create the individual formulations, according to founder Karen Behnke.

“Gwyneth was involved in product development from start to finish,” Behnke told Forbes. “She was there every step of the way, researching how we could use crushed rose petals instead of artificial dye in our lip colors … how plants and seaweeds are actually an effective, natural way to get pigment into your product.”

Paltrow said she wanted to create something luxe—think Chanel, Giorgio Armani, or just about anything she hawks on Goop—but at an affordable price.

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“In the next few years, you’re going to see the prices of organic going down as the production quality goes up,” she said. “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.”

She remembers feeling stunned after discovering how poorly regulated the cosmetics industry was in terms of product toxicity.

“I think the consumer is incredibly aware now,” Paltrow said. “Everyone wants to know what they’re putting into their bodies … what they’re putting on their skin. Consumers are demanding transparency. And also, the consumer has a lot of information now that we didn’t have 10 or 20 years ago about what all of these various toxins are doing—whether that be genetically modified organisms [in our food], or plastics in our personal-care products. Ultimately, the consumer is what will change the marketplace.”

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