Gwyneth Paltrow’s goop brand has launched its first branded product line – goop by Juice Beauty – a skincare line that capitalises on the goop aesthetic of “fresh-faced, glowy, natural beauty.”

Paltrow worked with California-based skincare company Juice Beauty to create the collection, which is made with plant-based juices and organic ingredients. The line features six products, including an Enriching Face Oil, Exfoliating Instant Facial, Luminous Melting Cleanser, Revitalizing Day Moisturizer, Replenishing Night Cream and Perfecting Eye Cream.

The formulas are made with Meristem plant cells, which are sourced from poet’s daffodil and sweet iris, then blended with an antioxidant juice complex designed to brighten skin tone and target fine lines and wrinkles.

“We’ve created luxurious, clean, organic formulas that are proven effective,” said Paltrow. “We hope they change the way women think about skin care.”

The line is available through Paltrow’s goop website, as well as at select retailers.

This is not Paltrow's first venture into the wellness industry; aside from her goop website, which provides health-centric recipes and wellness tips, she teamed up with diet and exercise mentor Tracy Anderson last year to launch a healthy-food takeout company in the US.