Hollywood actors are teaming up with non-toxic beauty brands

By investing in the respective brands, Paltrow and Alba are using their capital and celebrity to go well beyond endorsement and have established themselves as socially accountable business leaders. 

Honest Beauty​
The Honest Company’s new cosmetics product line is expected to launch this fall, according to foodworldnews.com. Honest isn’t new to personal care. The business, launched in 2011, comprises home goods, baby items, and skin care products. 

Jessica Alba’s own lifestyle aligns nicely with the brand. "It just makes sense that a brand made for families, should really listen to families. But it goes beyond that, too. At the end of the day, we believe that together, we can make things better,"​ she wrote in a post on the company’s blog.

Alba has been promoting the cosmetics launch on Instagram with subtle branding posts and behind-the-scenes style images of colorful formulations in progress. 

Juice Beauty​
Gwyneth Paltrow now serves as Juice Beauty’s creative director of makeup. The cosmetics she is developing are formulated only with certified organic ingredients.

And, her first line will be available this year. In 2016 Paltrow will launch a portfolio of skincare products with Juice Beauty. 

Not only is Paltrow hands on the with product design elements, including textures, colors, branding and packaging, she’s also a prominent shareholder in Juice Beauty. As part of the business arrangement Juice has invested in Paltrow’s Goop venture.

Goop is an online lifestyle publication that comprises an array of magazine-style sections and shopping. In fact, the Juice Beauty skincare line will be sold on the site.

Business sense ​
Both ventures have been getting attention from food and wellness publications. The Honest Beauty news was covered by foodworldnews.com, for instance, while Paltrow’s partnership with Juice Beauty got written up on wellandgood.com.

This media buzz is a clear reminder that not only is beauty being heavily influenced by trends in the grocery and beverage sectors but also that consumers have blended beauty, diet, fitness and wellness into a single set of lifestyle choices.

Carlotta Jacobson, president of Cosmetics Executive Women affirms as much, “We are seeing a global shift in the way consumers view overall health, beauty and wellness and that has a big impact on the beauty industry,” ​reported Cosmetics Design​ in an earlier item.