Yesterday, according to report, Juice Beauty, a trailblazer in the clean and organic beauty movement, is preparing to liquidate its assets after nearly two decades in the industry. Founded in 2005 by wellness entrepreneur Karen Behnke, the California-based brand rose to prominence on the strength of its commitment to organic ingredients and non-toxic formulations—well before “clean beauty” became a mainstream industry standard.
At its height, Juice Beauty reportedly reached $100 million in retail sales and attracted a celebrity following. In 2015, actress Gwyneth Paltrow joined as the brand’s creative director of makeup following her investment. Kate Hudson also collaborated with the brand in 2022 on a product launch. Distribution partners included Ulta Beauty, Sephora Canada, and Juice Beauty’s own e-commerce platform.
But the company has quietly struggled in recent years. According to documents obtained by media, Juice Beauty entered into an Assignment for the Benefit of Creditors on March 12, transferring all tangible and intangible assets to a new entity, Juice (assignment for the benefit of creditors) LLC, which is now tasked with liquidating assets and distributing proceeds to creditors. Proof of claims is requested before September 8, 2025.
Behnke departed the company in late 2022, and the remaining staff were reportedly let go in February 2025. In a January statement, Juice Beauty had hinted at a brand relaunch to mark its 20th anniversary, including new packaging and a redesigned website—but the plans never materialized fully.
Sources close to the brand cite intensified competition and pandemic-era challenges as key drivers behind the decline. As one source put it, “Everybody started doing what [Behnke] was doing. Everyone got cleaner.” With more brands securing clinical backing and organic certifications, Juice Beauty struggled to maintain its unique edge. Retail sales had halved by the end of 2024, and the company was reportedly on track to close the year with just $25 million in revenue.
