Alicia Silverstone Launches Eco Beauty Line

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Photo: Neilson Barnard/Getty Images

Earth Day may have come and gone, but we are always on the lookout for earth-friendly products to add to our makeup stash. And Alicia Silverstone’s new beauty line may be our latest addition.

Alicia Silverstone has created a line of eco-friendly makeup and skincare products with Juice Beauty. The five-piece collection, with products priced from $16 to $36, is found at Ulta.

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Silverstone chose to collaborate with the company because of their commitment to the environment. She also has a partnership with EcoTools. “This is who I am,” the Clueless actress told WWD. “This is not just something I’m slapping my name on. I would never align myself with something that I don’t 100 percent believe in. I think people count on me for that, and I take pride in that.”

Karen Behnke, founding partner and chief executive officer of Juice beauty, said Alicia was the perfect person to work with as people can relate to her.

“She has effortless beauty,” Behnke said. “The Juice Beauty girl is similar: quick and easy. They don’t want harsh chemicals, but they want to feel glamorous.”

The collection, which consists of Purely Kissable Lip Color, Irresistible Glow Facial Highlighter, Simply Flawless Pressed Powder, Simply Nourishing Moisturizer and Simple Pure Chamomile Cleanser, took two years to make and Alicia says she took her duties seriously.

“I am a smell person,” Silverstone said. “So, I was looking for a super yummy smell. I did so many smell tests, it was pretty funny. The texture is really important to me, too, and, obviously, the performance, but I was pretty confident in the combination of ingredients. There is the clinical part of making it work on your skin. Once that part is handled, the fun part is the smell and the texture.”

Although we are a little wary when we hear of celebrity collaborations, this one is entirely different. Silverstone is known for her commitment to helping the environment. A celebrity that is passionate about something and can honestly put their name on a label, that we support. So we’re excited to see what the actress has come up with.

Do you make an effort to try earth-friendly beauty products?

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