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Gwyneth Paltrow is now Juice Beauty’s creative director of makeup

Gwyneth Paltrow hasn’t exactly been stingy with her seal of approval lately. Gold juicers? Check. Steam cleaning your vajajay? Check. But this time, the actress and Goop founder isn’t just talking about how great something is—she’s backing it with her own money.

Paltrow just announced that she’s invested in natural skin-care brand Juice Beauty, and is now serving as the company’s creative director of makeup. The brand (which partnered with Alicia Silverstone a few years ago), will release their first Gwyneth-developed makeup line using only certified organic ingredients later in 2015, and a skin-care line will follow in 2016. As part of the partnership, Juice Beauty is investing in Goop, as well.

This is huge natural beauty news.

When it comes to natural brands, Juice Beauty falls between affordable, clean companies like Acure and the luxe Tata Harpers of the market. It’s refreshing that Paltrow, who’s known for having very expensive taste, is betting on a brand you can actually afford—and find: Juice Beauty is currently sold in 1,200-plus locations, and you can bet this new relationship will give it an even bigger reach.

Paltrow’s also making it clear that the partnership is meant to add another line on her ever-growing mogul resume. (Paltrow is also a major investor in, and champion of, the Tracy Anderson Method.) “I’m very appreciative of all the endorsements I’ve gotten in the past and there’s always been integrity there,” Paltrow told WWD. “But I’m really focused on building Goop and using that celebrity aspect of my life to further enrich my own brand.”

Hey, you don’t get to be friends with Beyonce and Jay Z without picking up a few pointers. —Molly Gallagher

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(Photos: Juice Beauty;