Organic Skincare Innovator Juice Beauty to Sell Off Assets

Juice Beauty, a pioneer in the organic beauty industry, is set to liquidate its assets after entering an Assignment for the Benefit of Creditors on March 12. Founded in 2005 by Karen Behnke, the brand had once reached $100 million in retail sales and attracted celebrity endorsements, including Gwyneth Paltrow as its director of makeup. However, increased competition in the organic market and pandemic-related challenges have reportedly led to the company’s downturn, reducing its business by half. Behnke, who departed in late 2022, still retains the patents associated with the brand’s products. The liquidation aims to distribute proceeds to creditors, with the process expected to extend into 2025. Despite efforts to rebrand earlier this year, financial struggles persisted, making the potential for a revival uncertain without Behnke’s involvement.