At the age of 40, Karen Behnke had built a very successful career as a fitness and wellness entrepreneur, but when she happily became pregnant with her first child, her eyes were opened anew. The combination of hormonal changes and the emergence of signs of aging drove her to seek healthy skincare solutions that delivered visible results. She was astounded to learn that, although the skin absorbs over 60% of what is placed on it, there were very few available healthy personal care products that worked well. Relying on her executive expertise, she set out to change the beauty industry and Juice Beauty, “a clinically validated yet authentically organic beauty” line was born and is now sold in over 20 countries, including Australia. Given the brand’s successful trajectory, Karen has big plans for Juice Beauty and claims that in five years it will be the leader in organic skincare and makeup.
Here Karen shares her insights into the organic beauty sector and her inspiration to create Juice Beauty.
Tell us a bit about your background. How did you get into the beauty business?
I have always been in the wellness industry, having built one of the first corporate wellness companies in the country, but it wasn’t until I was pregnant with my first child at age 40 that I began to experience hormonal changes and lines in my skin. I was hard pressed to find healthy skincare solutions that delivered visible results. I was astounded to learn that although the skin absorbs over 60% of what is placed on it, there were very few available healthy personal care products that worked well. So I set out to create Juice Beauty. We are an organic beauty solutions company, passionate about healthy lifestyles and organic products. Our products offer clinically validated yet authentically organic results, and they really work.
What is the philosophy of Juice Beauty? How does it differ from other cosmetic brands?
We go beyond “natural” and certainly beyond “conventional chemical.” Our formulations have an antioxidant and vitamin-rich organic juice base rather than water (which dilutes) or petroleum derivatives (which suffocate the skin and are often laced with harmful chemicals), combined with powerful, organic age defying and blemish clearing ingredients. They definitely deliver better results than conventional products. It’s led to breakthroughs like our Stem Cellular Collection, which is formulated with a blend of fruit stem cells and vitamin C infused into an organic, resveratrol-rich juice base, and our patented, bestselling, and award-winning, Green Apple Peel.
The category of organic beauty can be very confusing. What should a consumer look for to make sure her products are healthy and truly organic?
Everyone should look for products with the COPA seal; The California Organic Products Act is one of the most rigorous standards in the world. Having it shows that the brands buys the majority of its ingredients from USDA certified organic farmers. Any product that does not meet COPA requirements cannot legally be sold as “organic” in the State of California. Consumers should also look for the USDA seal (U.S. Department of Agriculture), which may be carried on products that have 95 to 98% total organic content excluding water. We are proud to say that we have both on our products.
Creating new products is a blend of artistry and technology. What has been the biggest challenge for getting the formulations you want?
Patience! It takes great patience to achieve the highest efficacy yet most pure products. It takes years and years of scientific trials.
Does Juice Beauty have a hero product? Why do you think it is so popular?
Without a doubt, Juice Beauty’s Green Apple Peel is our award-winning best seller, it is the most popular in our portfolio. We call this our ‘brighten, lighten, tighten’ wonder in a jar. It’s popular because you see instant results but also cumulative long term results. Our Green Apple Peel has shown beauty editors that organic products can work as well as or better than conventional chemical products.
What’s next for Juice Beauty? What would you like to be doing in five years.
Juice Beauty will be the leader in organic skincare and makeup. We just started in the makeup world but watch out…we have some fun innovation up our sleeves.