About Juice Beauty’s Organic Philosophy

Karen Behnke, Founding Partner and CEO of Juice Beauty tells the story behind one of Pharmaca’s best-selling beauty brands!

Coming into the beauty industry through my passion for eco-chic living and the healthy lifestyles industry has given me a unique perspective on the Beauty industry resulting in some innovative and amazing products.

By the time I turned 40, I had been professionally and personally focused on fitness, wellness, nutrition and eco-living for almost 20 years, yet I didn’t read an ingredient label on any personal care product until I became pregnant with my first child at age 40! At this point I really needed age-defying and blemish-clearing products, but I couldn’t find any powerful ingredients that were also healthful for me and for the environment.

When I started researching and reading product labels, I was astounded to learn that, although the skin absorbs over 60 percent of what is placed on it, there were very few available healthy personal care products that worked well. I subsequently bought the name “Juice Beauty” and launched the company, with our first products entering Pharmaca in 2007. Alaina Thompson, who leads our business with Pharmaca, and the rest of our team was incredibly excited about partnering with Pharmaca because they were one of the few retailers that recognized and cared that we were one of the only brands that is authentically organic yet powerfully efficacious.

The guiding principles behind the partnership were centered on Juice Beauty’s efficacy and our organic authenticity…..values that came through to our customers, which pushed Juice Beauty into its place as one of the top-selling brands at Pharmaca.

Juice Beauty stays on the cutting edge with the three Core Truths that guide our product development:

1. Clinically Validated Skincare Efficacy:  We strive to make products with the highest efficacy. Our clinically validated age-defying results for our Serums and Peels show a free-radical-scavenging reduction of up to 85 percent. Our new Stem Cellular products have shown an 88 percent reduction in fine lines and wrinkles. And our Blemish Clearing study participants showed a 94 percent marked improvement to complete clearing within four weeks.

2. Authentically organic: Our antioxidant-packed organic juice base bringing our products’ total organic content up to 98 percent. Juice Beauty meets the rigorous guidelines of the USDA National Organic Program and the California Organic Products Act. To shed some light on this subject, let me review the various seals to guide you in your selection of products:

The U.S. Department of Agriculture (USDA) seal may be carried on products that have 95 to 100 percent organic ingredients (total organic content excluding water). Many Juice Beauty products fall within this category and carry the USDA Organic seal.


JB Org SealCalifornia Organic Products Act: To use this seal, as Juice Beauty does on every product, the product must meet one of the most rigorous standards in the world. In the State of California, the California Organic Products Act of 2003 (COPA 2003) prohibits the retail sale of any cosmetic product labeled as “organic” unless that product meets the criteria of a minimum of 70 precent organic content excluding water (or fancy names for water!). Any product that does not meet COPA requirements cannot legally be sold in the State of California as “organic.” The Department of Health Services has pulled many products from leading beauty companies because of false organic claims; (though DHS personnel are a bit busy, so you’ll still find many falsely labeled organic products on the shelves or “organic cosmetic seals” that really are just creative marketing.Note: If the first ingredient is water (or some fancy name for water, like rose water, hydrosol, or aqua), or if the first ingredient is not organic….these products generally have a total organic content of 10 percent or less.

Other organic certifications:

Eco-Cert standards are based on the EU regulatory definition of “organic” which requires that the total organic content total approximately 10 percent. Brands that are claiming to be “certified by EcoCert” do not meet the legal requirements for organic in the U.S.


This certification was created in 2002 through a collaboration of about 10 laboratories that were paid by various cosmetics companies. To be certified, products must only contain natural (not organic) ingredients, so there is no assurance that they are pesticide-free or made sustainably.

The Soil Association is a UK-based certifying body that awards its seal to products whose total contents are 70 percent certified organic and the remaining 30 percent is made up of non-toxic, plant-based, GMO-free ingredients which pose no known risk to health or the environment. This requirement is not regulated in North America.


3.  Leave out any ingredient that could be deemed harmful. Juice Beauty gets powerful action from our organic fruit acids, fat-soluble vitamin C, fruit stem cells, CoQ10, Willow Bark and more. We are always working on reformulating as we find new and more effective ways to preserve and create efficacy.None of our products contain: (methyl, butyl or propyl) parabens, propylene or butylene glycols, petroleum, sulphates, PEGs, TEA, DEA, phthalates, GMO, silicones, pesticides, artificial dyes or fragrances.

And finally, let me leave you with some general beauty tips. Use only high-efficacy organic beauty products and don’t strip your skin with chemical peels. Build your wellness and beauty foundation by drinking lots of water, eating healthful organic nutrition, practicing daily exercise, and including lots of love in your life!

Karen Behnke is the Founding Partner of Juice Beauty and has been a successful serial wellness entrepreneur, marrying her passion for eco-wellness living with business goals for 30 years. Juice Beauty offers an assortment of Age Defying, Blemish Clearing and Daily Essentials regimens, each anchored by hero products including the Stem Cellular Repair Moisturizer, patented Green Apple Peel, Antioxidant Serum and SPF Tinted Moisturizers (full-spectrum, non-chemical sun protection). 

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