The Beauty Disruptor

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Karen Behnke has had a long and successful entrepreneurial career in the health and wellness industry. A lifelong environmentalist, Karen became interested in personal care products after becoming pregnant with her first child at the age of 40. She was amazed to discover that although the skin can absorb what is applied to it, there are very few healthy personal care products. available, which worked. Karen then acquired the name “Juice Beauty” and launched the new organization. Juice Beauty specializes in antioxidant-rich skincare and plant-based makeup and has been cleaning the beauty space since 2005.

company documents

Juice Beauty is the “OG” beauty brand – the first green – leading the way in the clean beauty industry. The company’s ethos revolves around strong commitments to veganism, cruelty-free products, certified sustainable organic ingredients, wellness, and its unique farm-to-beauty approach. Kate and Juice Beauty founder Karen Behnke have a history of mutual admiration. Karen originally introduced Kate Hudson to the Clean Beauty movement 15 years ago, Kate started using Juice Beauty products in her daily regimen, and the couple have been talking about working together ever since. Karen Behnke, founder and CEO of Juice Beauty, reveals more about her beauty brand and what makes it good for the skin and for mother earth.

You launched Juice Beauty in the US in 2005 and entered India in 2021, what took you so many years to consider India a viable market?

Juice Beauty’s first priority was to build a significant business in North America before expanding to other countries. We also waited because not all markets were ready to embrace the concept of organic ingredients and clean beauty products. Demand has grown rapidly in Asian countries over the past five years and organic and clean beauty are among the biggest growth categories.

As a founder, what have you learned from being part of the beauty industry over the past few years?

Well, it sure is competitive! But I really don’t pay too much attention to the competition because I have so many things to think about on a daily basis within our own company. It’s a great industry with great people and I’m proud to be a disruptor!

What kind of evolution have you seen in the skincare market over the years?

Better ingredients, more acceptance of plant-based ingredients, and definitely everything has gone digital!

How has your product development strategy evolved with it?

We started quite innovatively by filling with organic plant juices instead of water or oil and have continued to innovate over the years with high potency plant based ingredients. Our goal from day one was to have products that exceeded conventional chemical efficiency. We knew we could beat natural, but we researched conventional chemical brands and did it with all major products, as proven in independent clinical testing.

How has the collaboration with Kate Hudson helped the brand?

Kate embodies all the values ​​of Juice Beauty… health, well-being and happiness. Kate has increased our brand awareness globally and has also helped us attract new, younger clients.

How big is Juice Beauty’s global presence?

Although our largest company originated in North America, Juice Beauty is present in over 30 countries.

As an entrepreneur, what kinds of challenges do you overcome while bringing about change in the beauty industry?

We have managed to make very complex, high-efficiency formulations and ship them around the world! We did this while leading sustainability efforts, as we avoided the use of 26 tons of petroleum by using sustainable plants, we avoided the use of 10 tons of endocrine disruptors by using plant flavors and avoided the dumping of 3 tons of pesticides on the land by using organic farming.

Information folder

  • 100% natural clean beauty brand
  • launched in 2005
  • launched in India on Boddess
  • retailed in all 1200 ULTA Beauty, Sephora International, Credo, Bloomingdale’s, Dillard’s, Pharmaca, Mecca A and Douglas Europe stores