Extracted using a heat-free press that squeezes the liquid from fruits and vegetables without sacrificing their sought-after nutrients, cold-pressed juices have become the health-conscious drink of choice for many Vancouverites. And now, with the arrival of Juice Beauty at Holt Renfrew (737 Dunsmuir Street), ladies (and gentlemen) can also reap the benefits of the beverage in cosmetic form.

Backed by health, wellness, and goop queen Gwenyth Paltrow—who also happens to be the brand’s creative director—Juice Beauty is well-known in Hollywood circles for its cold-pressed juice–based creams, face masks, and exfoliators. These botanicals are combined with natural ingredients like sustainably sourced shea butter, avocado oil, and raw cane sugar, which form the backbone of the company’s 100 percent organic, vegan, and chemical-free product range.

“We have really transformed the chemistry of beauty starting with skincare, and now with our phyto-pigments makeup,” Juice Beauty founder Karen Behnke tells the Straight during a visit to Vancouver.

Available exclusively at Holt Renfrew, the California-based company’s new Phyto-Pigments Colour cosmetic line uses the same juice bases in its skincare, plus plant-derived pigments that ditch the harmful chemicals and sythentic dyes without compromising vibrant, long-lasting wear. The moisturizing lippies, for example, use rose petal powder, aubergine fruit extract, and red seaweed extract to form a range of soft nudes, pinks, and deep rouges—some of them named after Gwenyth’s closest A-list gal pals—while the cream shadow sticks employ daisy leaf extract and moringa oil to produce a palette of earthy and extremely wearable shades.

Juice Beauty’s foundations, concealers, and powders, meanwhile, incorporate argan shell powder, purple carrot extract, and rice powder for a silky-smooth finish that you’ll feel good about wearing for hours on end. Behnke and her team of in-house chemists even managed to create all-natural mascara that forgoes the toxic parabens, artificial nylon, and carcinogenic polyethylene glycols typically found in store-bought lash lengtheners.

“This is what we worked the hardest on,” reveals Behnke. “There were a lot of ingredients in the average mascara that we didn’t want to use.”

All of Juice Beauty’s products are cruelty-free and packaged in recycled or FSC-certified paper. The company also sources its ingredients ethically and sustainably by working with certified organic growers who avoid the use of pesticides and synthetic fertilizers.

Unlike its cold-pressed bases, however, the Juice Beauty range is surprisingly affordable. The Phyto-Pigments Colour cosmetic line starts at $25 for precision eye pencils and runs to $53 for medium- to full-coverage foundations—a bargain when you consider comparable products on the market and the favour you’re doing your skin.   

“Your skin can absorb over 60 percent of what’s placed on it,” says Behnke, “so we want the purest, most simple ingredients on your skin.”