Entrepreneur and owner of organic skin care line Juice Beauty, Karen Behnke, has partnered with actress Gwyneth Paltrow to create a line of high-performance, certified organic make-up.

Paltrow is said to have been heavily involved in product development, from ingredients to packaging, with the joint goal to create non-toxic products that matched the performance of more conventional cosmetics. The line-up includes foundation, lip color and mascara and will retail at a relatively affordable US$20 to US$48 via the brand’s website juicebeauty.com.

Paltrow and Behnke’s initial goal is to establish a presence in North America before going global with their brand. “We’re definitely focused on educating and conquering North America,” explained Behnke in an interview with Forbes. “And actually a lot on Canada – they have a highly intelligent consumer population who knows how to read ingredients. But we’ve already started to see a lot of interest in other markets. I think our next step will be Asia.”