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BLT Exclusive Interview: Karen Behnke, Founder of Juice Beauty


BLT Exclusive Interview: Karen Behnke, Founder of Juice Beauty

Alexis Krauss

When I first committed to a safe and natural beauty routine I was clueless about what skin care and makeup brands to buy. I had no idea what products worked and which cosmetics would meet my standards. One evening while wandering the aisles of my local Whole Foods I discovered Juice Beauty. Let's just say it was love at first foundation application! I left the store with their Perfecting Foundation and quickly went on to purchase several more of their products. I have tremendous respect for their dedication to quality organic ingredients and their commitment to formulating products free of parabens, petroleum, propylene or butylene glycol, sodium laurel sulfates, pesticides, phthalates, artificial dyes and synthetic fragrances. Jess and I are delighted to share this interview with Juice Beauty founder Karen Behnke. Karen is a force in the natural beauty world and recognizes the importance of making products that are safe, effective and sustainable. We are thrilled to welcome Karen into the Beauty Lies Truth community. I hope you enjoy this exclusive interview. Thanks Karen!! Xoxo Alexis

1. Define each in your own words: #truthbeauty and #beautybullshit.

#truthbeauty: Get a great nights sleep, exercise, drink a lot of water…and THEN worry about your organic skin care regimen.

#beautybullshit: That what you put on your skin doesn’t matter. It does! Your skin absorbs over 64% of what is placed on it. That's why it's important to use great wrinkle reducing ingredients that are rich in antioxidants and go all organic so you are not exposed to a ton of synthetic chemicals and toxins.

2. What do find most inspiring about the world of natural beauty right now?

Natural beauty is getting more respect! Because celebrities and other influencers are gravitating towards natural and organic, people are taking notice. Additionally, the solid research behind some of these endocrine disrupting chemicals is startling. The best compilation of research I have seen is the Breast Cancer Fund’s State of the Evidence Report compiled in conjunction with leading universities. On another note…we are getting some brilliant colors in makeup with organic ingredients—stay tuned!


3. Why do you think so many brands continue to formulate their products with toxic chemicals and synthetic ingredients?

When I have spoken with some big company leaders, they don’t often think about these issues. They also are surrounded by people who are telling them it doesn’t matter and sales are escalating for these big brands so it’s not really on their radar…yet…remember Detroit? Years ago, Detroit auto executives were surrounded by people who were all driving big gas guzzling cars. They didn’t jump on the band wagon fast enough to make fuel-efficient cars and the whole American car industry took a serious nose dive.

Additionally, it’s also incredibly HARD to manufacture with natural and organic ingredients. Doing so takes an entire mind shift and it would be very difficult for these big companies to adapt. The expiration dates are shorter. The chemistry is entirely different. The sourcing is radically different. Since there are no dyes…the products are slightly different colors all the time (which is great—your apples are different colors of green every time right??).  It’s a much harder process that at this point, only smaller companies have been willing to take on.

4. What advice can you give to young female entrepreneurs looking to make an impact in the natural beauty world?

Find your passion and your mission and work with a company that is more than “just" beauty. We ALL want to be more beautiful but I think most of Juice Beauty’s employees would say that building a sustainable, mission driven company creates additional and significant meaning to their lives. We are Win-Win-Win. Win with highly effective results oriented products. Win with healthy ingredients absorbing into your skin. Win with helping a sustainable company support organic farming and sustainable suppliers.

5. What's next for Juice Beauty?

Continued growth focus on our main retailer, ULTA’s 750 some stores and….continued innovation and staying true to our brand values. We have 10 EcoValues that we abide by for our products and in short: Clinically Validated Results. Authentically Organic Products.

But back to innovation….I mean have you TRIED our new Pressed Algae Instant Eye Lift Masks??

Thank you so much Alexis…Karen Behnke, Founder.