Gwyneth Paltrow’s Organic Vegan Makeup Line Has Arrived

Everything-guru Gwyneth Paltrow is essentially the kind of woman who makes “safer” DIY mascara out of Oreos because she saw it on Pinterest, except she happens to have a ton of money and resources. GP’s all-things-“natural” beat led her straight into the arms of Juice Beauty, where she was tapped to be the creative director of an organic and vegan makeup line. A match made in heaven, you could say—and we’d be inclined to agree, now that we’ve seen the fruits of the partnership.

With 14 products and 78 shades total, the collection, available online now at juicebeauty.com, is impressively comprehensive. The aim was to stick to Goop and Juice Beauty’s shared creed of safe, organic formulas—it’s all made without parabens, silicones, talc, petroleum, and artificial dye and fragrance—while still offering long-lasting, high-performance makeup that’s just as effective and powerful as its chemical-laden counterparts.

Called PHYTO-PIGMENTS, the line—which, shockingly, is fairly affordable given Gwyneth’s track record—includes $36 primer, $42 foundation, $24 concealer, $22 “luminous” lip crayons, $16 eyeliner, $24 contouring bronzer, as well as other necessities like mascara, lipstick, eyeshadow, and gloss. Basically, you could revamp your entire makeup wardrobe with the new offerings … so if you’re a Goop devotee (we know you’re out there), today is your lucky day. Better still, we couldn’t find a single Oreo crumb in any of the ingredients lists.