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Gwyneth Paltrow…organic cosmetics mogul? After endorsing a gamut of beauty brands for companies such as Estée Lauder, Hugo Boss, Max Factor, and Restorsea, the actress-turned-lifestyle-guru announced Friday that she’s throwing in her lot with Juice Beauty, a California purveyor of certified-organic makeup and skincare products. This won’t be a capsule collection à la Alicia Silverstone in 2012. Paltrow has signed on as the firm’s creative director of makeup for the next five years, and possibly beyond.

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The Goop founder says she’s happy to forsake all other beauty brands in favor of her new gig. “I wanted to move away from the celebrity endorsement aspect,” she told WWD. “I’m very appreciative of all the endorsements I’ve gotten in the past and there’s always been integrity there, but I’m really focused on building Goop and using that celebrity aspect of my life to further enrich my own brand.”

Paltrow says that despite her awareness of toxic beauty products, she continues to use many of them simply because “they work.” Part of her agreement includes creating products that are as “luxurious and high performing as [they’re] clean,” she said.

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Poised to launch later this year, the makeup collection will comprise products for the eyes, lips, cheeks, and face ranging in cost from $24 to $49. Paltrow says she hopes makeup artists will use the range, which she claims has high pigment payoff and performance.

Juice Beauty will also be working with the Oscar winner to create six new skincare products, which will debut on in early 2016.

“What an exciting time at Juice Beauty announcing this long-term business partnership with Gwyneth and Goop,” Karen Behnke, founder of Juice Beauty, said in a statement. “Gwyneth is the ultimate strategic business partner and she will enhance what Juice Beauty stands for: creating authentically organic formulations that perform as well or better than conventional chemically laden products.”

+ Juice Beauty

[Via WWD]