After 20 years in business, WWD reported that clean beauty pioneer Juice Beauty had quietly entered an Assignment for the Benefit of Creditors on March 12.
WHO: Headquartered in Sonoma County, California, Juice Beauty was founded by Karen Behnke in 2005 and is known for pioneering clinically validated skincare and skincare-infused makeup formulated with organic ingredients. At the beginning of 2025, Juice Beauty launched a refreshed look that was said to embody its evolution and commitment to effective formulas and organic ingredients.
WHY: Competition and pandemic-era challenges were cited as key drivers behind the business's decline.
DETAILS:
- 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 LLC, which was tasked with liquidating assets and distributing proceeds to creditors. Proof of claims is requested before September 8, 2025.
- Karen Behnke stepped down as CEO and moved into a full-time product development role in January 2024. Beauty veteran Lance Patterson assumed the CEO role.
- 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.
- At its height, the brand hit $100 million in retail sales in 2018. It's been reported that sales dropped to around $25 million in 2024.
- Investors include Invus Group, lifestyle investor Amanda Eilian, TPG Capital founder Bill Price, and Gwyneth Paltrow.
