Karen Behnke created Juice Beauty after becoming pregnant. Today, it's a leading organic makeup and skincare line.
POPSUGAR: How would you describe your brand in three words?
Karen Behnke: I can't pick just three, but I can use four words to define Juice Beauty! Clinically validated. Authentically organic.
PS: What inspired you to start a clean beauty line?
KB: I've been a serial wellness entrepreneur for years. But it was later that I developed an interest in personal-care products upon becoming pregnant with my first child at the age of 40. I was astounded to learn that, although the skin absorbs up to 60 percent of what is placed on it, there were very few available healthy personal-care products that worked well.
PS: Why is it important for women to lead beauty innovation?
KB: Hormonal changes in teens, childbearing, and aging are unique for women, and beauty products are so tied to our rituals as well as self-esteem. We have that emotional connection behind the products we develop because we understand the need. We've been there.
PS: What are your hopes for the future of the clean beauty industry?
KB: I hope consumers begin to understand the difference between "organic" and "natural," as Juice Beauty is still one of the only organic beauty companies in the prestige market. Organic is regulated in the US, and to label and use the word organic freely, one must have greater than 70 percent total organic content excluding water. Natural is an unregulated term and can mean anything. Additionally, labels such as "ecocert" are not recognized by the US government and only require a total of 10 percent organic content.
