Juice Beauty, a pioneer in the natural personal care industry, is liquidating its assets.
According to news reports, the company has entered an Assignment for the Benefit of Creditors and transferred ownership of all its rights in tangible and intangible assets to a new limited liability company (Juice LLC) who will liquidate them and distribute the proceeds to creditors.
As recently as January, Juice Beauty seemed to be in good shape, celebrating its 20th birthday with a rebrand and a new website. However, Juice Beauty’s sales dropped by half in 2024, at just around $25 million.
The brand was founded by Karen Behnke in 2005. Juice Beauty products featured antioxidant-rich, vegan, and organic ingredients that were grown on the founder’s farm in Sonoma, California.
The company touted its sustainable practices that quickly attracted A-list celebrities such as Kate Hudson, Kate Bosworth, and Gwyneth Paltrow. Paltrow became the brand’s “director of makeup” in 2015, following her investment in the company.
Behnke left the company in 2023. According to media reports, the brand’s magic left with Behnke. She still owned the patents used in products after her departure, which must have made it difficult to develop new products.
The liquidation process may be a way for the company to evade liabilities and potentially find a buyer who could revive the business under a new entity.
Related Report: Global Market for Natural & Organic Personal Care Products
