After experiencing substantial growth in 2017, organic beauty brand, Juice Beauty, is on track to hit $100 million at retail by 2019. Last year, the company’s sales increased 35 percent, and its distribution expanded to almost 400 doors across the U.S. and Canada, bringing its total door count to-date in North America to roughly 1,900.

“Juice Beauty started really growing eight years ago with Ulta Beauty taking a chance and partnering with us, and now we rank in the top tier of prestige skin care brands at Ulta Beauty nationwide,” said Karen Behnke, creator of the skin care and makeup range. “Consumer desire for performance, yet clean ingredients, coupled with authenticity and transparency is now influencing beauty retailers who are expanding their offering with mission-driven brands like Juice Beauty that go beyond ‘natural’ to organic ingredients, cleaner formulas and solid eco-values,” she said.

Some of the retailers the brand sells to includes Bloomingdale’s, Belk, Ulta Beauty, Credo, Bluemercury, Neiman Marcus, Dillard’s, and, in Canada, Holt Renfrew and Sephora. “Not only are these retailers committed to offering a choice, but their consumers were asking for Juice Beauty products,” said Karen. “It’s exciting for us to be side by side with established, beautiful high-end brands.”

Since its launch, the brand has gone through distinct phases of marketing. In the early years, the focus was on organic formulations, which was fairly new to the industry, but the brand experienced a turning point six years ago when an in-house professional chemist team was brought on to upgrade formulations and perform clinical efficacy tests. This resulted in “Clinically Validated Results” and “Authentically Organic Formulas” communications for the brand, allowing for dramatic retail expansion and rapid growth. Juice Beauty is perhaps best known for having Gwyneth Paltrow as its Creative Director of Makeup, but as Gwyneth focuses on growing her own wellness company, Goop, media imagery campaigns featuring the actress will start to wind down. Then, the company will focus on communicating its brand story of high efficacy skin care and vibrant makeup, organic ingredients, farm to beauty and the wellness roots of its founder, Karen. Gwyneth remains a Juice Beauty shareholder and Juice Beauty is a Goop shareholder.

The brand recently brought its public relations team in-house to direct communications to Juice Beauty’s brand mission and its wellness roots. The team is also tasked with accelerating brand awareness through traditional media and influencer partnerships. A broad media campaign is currently in the works and will include cable, digital, T.V., radio, podcasts, social media and digital ads.

“It’s a challenge to explain to consumers the difference in conventional chemical, natural or organic brands. However, our sampling campaigns and our incredible field team that educate in our retailers have been a hit in converting consumers to Juice Beauty’s high-performance and luxurious formula,” said Karen. “We also hope that consumers will eventually understand the difference between conventional chemical or natural and organic beauty products—organically farmed ingredients limit pesticides and can have higher antioxidant levels.”

As part of its farm to beauty concept, this spring the company is planning to break ground on a sustainable farm located in the heart of Sonoma County, CA to harvest crops to be used as key ingredients in its products, which includes 76 makeup sku’s and five skin care collections. It will start with leasing the farmland, before moving to the next phase of purchasing its own multi-acre organic farm.

Juice Beauty is privately owned by Karen, who is a main investor alongside the Invus Group, Amanda Eilian (a healthy lifestyle investor), Bill Price (a TPG Capital founder and owner of 600 sustainably certified Sonoma vineyards) and Gwyneth Paltrow.