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An early player in the organic segment liquidates assets.
April 16, 2025
By: TOM BRANNA
Editor
Juice Beauty will liquidate its assets. The company was an early player in the organic beauty space.
The brand was founded in 2005 by Karen Behnke. At its peak, Juice Beauty’s retail sales reached $100 million. Behnke left the company in 2023. More recently, the brand was squeezed out of the space it helped create. On March Juice Beauty entered an Assignment for the Benefit of Creditors on March 12.
In a notice to creditors and equity holders, Juice Beauty Inc. has “transferred ownership of all of its rights in tangible and intangible assets” to a new limited liability company called Juice (assignment for the benefit of creditors) LLC, with the latter set to liquidate those assets and “distribute the net liquidation of proceeds to creditors.”
The company marked its 20th anniversary in January.
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