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Gwyneth Paltrow Goes Into Business With Organic Beauty Brand Juice Beauty

The deal, which sees Paltrow taking on the role of creative director for makeup, is a step forward in Goop's business evolution.
Juice Beauty's Stem Cellular line. Photo: Juice Beauty

Juice Beauty's Stem Cellular line. Photo: Juice Beauty

There are a lot of good vibes flowing between Gwyneth Paltrow, her lifestyle company Goop and the organic beauty line Juice Beauty right now. 

On Friday morning, Juice Beauty and Goop confirmed that the three parties have entered into a "long-term business venture," which breaks down into a number of elements. First off, Paltrow is now a shareholder in Juice Beauty and will be getting directly involved in the business as its creative director for makeup; the range they're working on will launch in late 2015. Meanwhile, Juice Beauty has also invested in Goop, a deal that a Juice Beauty rep says was finalized in January. On top of all that, Goop and Juice Beauty are developing a skincare collection slated to reach the market in early 2016. 

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Goop frequently collaborates with clothing and beauty brands on a limited-edition basis, so it's not surprising that it would enter into a more in-depth partnership with one of the brands its sells. Back in October, Goop hired former Martha Stewart Living Omnichannel CEO Lisa Gersh as its own chief executive to transition the site from a known brand into a truly powerful business. This deal would be a move in that direction. 

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