Alicia Silverstone launches eco-friendly beauty line (and it took two years to win her seal of approval)


Alicia Silverstone launches eco-friendly beauty line (and it took two years for it to win her seal of approval)

|

UPDATED:

21:57 GMT, 27 April 2012

While her unorthodox parental feeding methods have earned her plenty of attention recently, Alicia Silverstone has now turned her focus to the outer body.

The 35-year-old mother of one has released a skincare and make-up range in collaboration with a Californian-based beauty brand.

The Alicia Silverstone Collection for Juice Beauty features five products priced between $16 and $36, which were rolled out across the U.S. last weekend.

New collaboration: Alicia Silverstone has joined forces with Californian beauty brand Juice Beauty to unveil the actress' debut cosmetics range. It features just five products, all under $36

Brand power: Alicia Silverstone, 35, has joined forces with Californian beauty brand Juice Beauty to unveil the actress' debut cosmetics range. It features just five products, all under $36

The range, which took two years to finalise, includes the Purely Kissable lip color, Irresistible Glow facial highlighter, Simply Flawless pressed powder, Simply Nourishing moisturiser and Simple Pure chamomile cleanser.

The products, which each contain certified organic ingredients and are packaged in 90per cent recycled materials, are available through Ulta, which is an American cosmetics chain.

The actress, who attracted media attention and subsequent mockery through the controversial pre-chewed food feeding method she uses on Bear Blu, her son, told WWD that this was more than a typical celebrity endorsement.

She said: 'This is who I am. This is not just something I'm slapping my name on. I would never align myself with something that I don't 100per cent believe in. I think people count on me for that, and I take pride in that.'

New range: The collection features a lip color, facial highlighter, pressed powder, moisturiser and cleanser

New range: The collection features a lip color, facial highlighter, pressed powder, moisturiser and cleanser

It is indeed the actress' first cosmetics collaboration.

The collaboration serves as a massive coup for the beauty brand as the Clueless actress is the first celebrity it has been affiliated with.

Proud mother: Alicia Silverstone and son Bear Blu, pictured at Coachella festival ealier this month

Proud mother: Alicia Silverstone and son Bear Blu, pictured at Coachella festival ealier this month

Karen Behnke, founding partner and CEO of the company, said that the natural beauty, who has long proven passionate about environmental and animal rights issues, was heavily involved in the production process.

Ms Behnke said that she visited her on
the set of Gods Behaving Badly, a movie she had filmed in New York with
Sharon Stone and Christopher Walken.

'She was involved every single step of
the way and had a ton of opinions,' the founder said. 'I would leave her
with aromas and textures, and she would email all her thoughts. She was
very, very specific.'

Perhaps more specific than the company had imagined judging by the sound of things.

Regardless, the actress, who announced earlier this month that she will soon be teaming up with Clueless director Amy Heckerling for a new movie called Vamps, added that she was driven by smell and texture as well as the products' eco-friendly elements.

She said: 'I am a smell person. 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.

'Once that part is handled, the fun part is the smell and the texture.'