Gwyneth Paltrow Ditches Other Endorsements to Back Organic Beauty Brand

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Gwyneth Paltrow is signing on with organic beauty company Juice Beauty as creative director of makeup and a shareholder, WWD reports. Paltrow, who already stocks clean beauty products on her Goop online shop, thinks the eco-friendly company fulfills a need for natural, high-performing beauty products. And she's willing to ditch other endorsement deals to focus on a partnership with Juice Beauty.

"I wanted to move away from the celebrity endorsement aspect. 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 [the lifestyle Web site] Goop and using that celebrity aspect of my life to further enrich my own brand," Paltrow told WWD.

In turn, Juice Beauty is investing in Goop, and Paltrow will work with Juice Beauty to launch six new skincare products in 2016 that will be sold on Goop. Later this year, Juice Beauty will roll out 75 products for eyes, lip and face created with input from Paltrow, priced from $24 to $49.