By Jasmin Malik Chua / Source: Ecouterre

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.

The 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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