Online Exclusives

Drink Up

By Melissa Meisel, Associate Editor | April 28, 2010

Juice Beauty expands into the color cosmetics category.

A lot of new things are happening at Juice Beauty, a San Rafael, CA-based organic skin care marketer. The brand recently sponsored Aspen’s second-ever fashion week in Colorado, where models sported Juice Beauty’s newest innovation—a color cosmetics collection on shelves this summer. The new line features facial SKUs such as correcting concealers, liquid foundations and finishing powders, which debut this month; with lipglosses to follow in July and eyeshadows to roll out in September.

Juice Beauty Founding Partner Karen Behnke, took time to chat with HAPPI about the company’s foray into the cosmetic category:

HAPPI: Why did you decide to brand out into color cosmetics?

KB: It was a natural extension from skin care since our products are actually great for your skin! They are authentically organic with gorgeous colors, textures and aromas. Also, we had various consultants that were formerly with Bare Escentuals and other leading color brands working with us to help on the textures of our powders and on the general positioning of our new color collection.

HAPPI: In a challenging economy, where do you see opportunity in the cosmetics

Kate Watson, Juice Beauty account executive and makeup artist, works with the new products on a model.
KB: The economy has been challenging but Juice Beauty is doing very well. We have grown significantly in department stores throughout Asia; we’ve had double digit same store sales growth in Whole Foods and Pharmacas; and we’ve done well in Sephora …so it was time for a brand extension and we have figured out how to have extremely high color payoff while being authentically organic.

HAPPI: What ingredients are key to your new cosmetics range and why?

KB: We used the following ingredients because they are rich in antioxidants and color. They are authentically organic, meeting the California Organic Products Act that dictates a minimum of 70% (as opposed to 10% Ecocert and other standards):

• Organic antioxidant rich blend of acai, goji berry, grape, blueberry, pomegranate, raspberry, kiwi, cranberry and strawberry.

• Replenishing organic skin care base of organic aloe juice, plant oils, fatty acids and fruit extracts.

• Airbrushed powder finish with organic aloe, tapioca, bamboo and mineral finishing powders.

• Brilliant mineral colors with mica, iron oxides, titanium dioxide, and ultramarine.
A new range of color cosmetics powered by Juice.
HAPPI: What color stories do you see big for the season and why?

KB: Well, we feel the biggest story is the lasting one...great products, great efficacy, great colors, great lasting power, rich color that actually feeds your skin…all being authentically organic and “EcoChic.”

HAPPI: What is the distribution of the new cosmetics and why did you pick these

KB: Our first color cosmetics brick and mortar retail partner in the U.S. is Pharmaca wellness pharmacies for several reasons ( The Pharmaca customer is looking to be beautiful but without health compromise so they are the perfect customer for us. Our first online partner, other than, will be We have enjoyed a long relationship with them and they will really be able to tell the story and show our products so that they jump off the page. Additionally, our products will ship internationally to Harvey Nichols, Lane Crawford, Siam Paragon and all the major department stores in Thailand, Korea, Singapore, Japan, Malaysia, Philippines, Indonesia, Australia, New Zealand and Hong Kong.

HAPPI: Overall, how are your cosmetics different from others in the marketplace?

KB: Organically grown “ColorCare” for the healthiest complexion on earth; infused with mineral color and enhanced with nourishing ingredients your skin will crave. Also, these products go perfectly with our existing skin care collection. For instance, using the SPF Light or Medium Tint Moisturizer topped off with our new Refining Finishing Powder for an amazing glowing finish. Also, we will now have a Blemish Clearing Powder for our bestselling Organics to Clear Skin regimen and kits.These products will be fabulous finishers to our skin care collection.

More info: Juice Beauty

  • Supply-Side Innovations

    Supply-Side Innovations

    Tom Branna, Editorial Director||March 1, 2017
    Raw material suppliers roll up their sleeves and roll out their new products for the global cleaning industry.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?

  • It’s Magic!

    It’s Magic!

    Melissa Meisel, Associate Editor||March 20, 2017
    Argan oil-infused ‘Moroccan’ lip care brand jumps from WholeFoods into CVS.

  • On the Cutler Edge

    On the Cutler Edge

    Melissa Meisel, Associate Editor||March 13, 2017
    Top brand source at Redken forecasts up-to-the-minute hair trends.

  • Take The Hint

    Take The Hint

    Christine Esposito, Associate Editor||March 13, 2017
    Water brand forays into sun protection by capitalizing on scent and experience.

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • Shine On

    Shine On

    Christine Esposito, Associate Editor||March 6, 2017
    Jelmar’s Tarn-X tarnish remover celebrates 50th anniversary.

  • How We Clean

    How We Clean

    Tom Branna, Editorial Director||March 6, 2017
    Consumers describe what makes them tick and what ticks them off about household cleaning products.

  • Care for Your Hair

    Care for Your Hair

    Melissa Meisel, Associate Editor||February 27, 2017
    Salon expert Richard Jay talks about protecting tresses.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Coast To Coast

    Coast To Coast

    Melissa Meisel, Associate Editor||January 30, 2017
    Natural hand wash brand is aiming to make an environmental difference.

  • Switch It Up

    Switch It Up

    Christine Esposito, Associate Editor||January 30, 2017
    Chicago startup seeks to shake up the AP/deo category with a new launch that meshes sustainability, style and scent.

  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Pro Pigments

    Pro Pigments

    Melissa Meisel, Associate Editor||December 12, 2016
    Makeup brand Kryloan has a rich history in the industry and now open doors at a NYC flagship.

  • Fast Forward

    Fast Forward

    Melissa Meisel, Associate Editor||December 12, 2016
    Doug Cooper of IP Brands is thinking ahead when it comes to beauty trends.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.