Juice Beauty

Juice Beauty was founded in 2005 in Northern California by Karen Behnke, a health-and-wellness entrepreneur who became frustrated that natural beauty products at the time were long on claims and short on results. Her approach was to replace the water base used in most cosmetics with certified-organic fruit-juice and plant extracts, then put the resulting formulas through clinical testing usually reserved for conventional skincare.

The brand became one of the earliest credible players in what is now called clean beauty, and its profile rose sharply when Gwen Stefani collaborated on a colour collection and Behnke's organic sourcing model drew wider attention. Its makeup line — Phyto-Pigments foundations, blushes and lip colour — leans on the same fruit-stem-cell and antioxidant sourcing as the skincare, sold at a premium that reflects the certified-organic supply chain.