If you’re a fan of the blonde beauty, you’ll know that the actress is driven by sustainability and eco-chic living, publicly supporting an array of beauty brands for companies such as Estée Lauder, Hugo Boss, Max Factor and Restorsea. But now, this Iron Man star is looking to devote all her time to just one brand, particularly Juicy Beauty, after she puts an end to speculation on the endorsement racket, and has admitted to being an owner.

“I wanted to move away from the celebrity endorsement aspect,” stated Paltrow, after her recent investment in Blo Blow Dry Bar. “I’m very appreciative of all the endorsements I’ve gotten in the past and there’s always been integrity there, but I’m really focused on building (her lifestyle website) Goop, and using that celebrity aspect of my life to further enrich my own brand.”

Paltrow believes that she doesn’t have a beauty product that is as luxurious and high performing as it is clean. The star is completely aware of the toxicity in most beauty products, but admits to using a lot of them because they work.

This is what drove Paltrow to work with Juice Beauty, to create six new skincare products that will be organic and chemical-free.

Paltrow’s site will launch the range in early 2016, and is estimated to sell up to $15 million in its first year on shelves. Here are some other Celebrity Skincare Lines That Are All-Natural.

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Charlene Flanagan is a lifestyle journalist whose love for language drove her to earn her Bachelor’s degree in English literature, as well as pursue her Masters in Arts. Over the last five years, she’s contributed to a number of leading publications, and has particularly enjoyed reviewing books and restaurants, as well as interviewing celebrities. Her recent switch to a holistic lifestyle has her looking at her food choices very differently—although she won’t admit it. When she’s not busy writing up about workouts, home remedies, and skincare essentials, she spends her time being the quintessential city girl who’s excited to see what life has in store for her.