She’s as well known for her clean-living lifestyle as she is for her Hollywood blockbusters but now Gwyneth Paltrow has cemented her love of organic living with a new holistic beauty brand. Juice Beauty is a successful natural brand founded by Karen Behnke and is sold through outlets such as Ulta, Rancho La Puerta, Whole Foods and Pharmaca. After meeting through a mutual friend and hitting it off instantly, Paltrow and Behnke have become good pals ever since. With global success in mind, Paltrow will be involved in a five-year plan to propel the company to new highs. From choosing colours to planning the marketing strategy, Paltrow will also sell the products on her own site, Goop.