It all started when Alicia Silverstone told Woody Harrelson she wanted to take a bath with his kids.
Wait, what? When Alicia announced this to a roomful of writers at a recent event in LA, I nearly spat up my vegan cappuccino. But as the story unfolded, it made a little more sense. Alicia, who is friends with clean-boy Harrelson, had his kids over at the house and wanted to give them a bath. Harrelson, however, said no way. He didn’t want his kids splashing around in toxic bubble bath, and believe it or not, Alicia hasn’t always been a clean girl. Consider this her a-ha moment—and we’re super glad she had one.
Why? Because the longtime animal right activist and environmentalist is now championing clean beauty. Could we have asked for a better poster girl?
Now, she’s got a super-clean line to show for it. It’s called Alicia Silverstone for Juice Beauty and it so far has five products: There’s a lipstick, a cleanser, a moisturizer, a blushy-highlighter, and a pressed powder. They’re all vegan, of course, and they feel more like mainstream products—something Alicia says she wanted to get just so. The ingredient lists are through-and-through clean, and mostly organic.
Alicia is hardcore about ingredients—she told me she actually read a very early version of our book (!!) that we’d printed at Kinkos or something and sent to her—but she’s not the kind of dirty-clean girl who’s going to stop washing her hair, or say, test-drive the oil cleanse method. “I don’t like cream cleansers,” she says. “I just don’t feel clean! I like a gel or something that’s a little soapy feeling, without being stripping.”
“It was a no-brainer to align with Juice,” she tells me. “I never had to be like, Are you sure you want to use the shea butter?! You don’t have to worry about the ingredients when it’s all fruit juice and avocado.” As for how the partnership worked, she says, “They’d send me 10 different moisturizer textures and I’d send them notes on each.” Alicia admits she was super picky about scents, but her particular taste has paid off. “I promise this is the best-smelling cleanser out there!”
As for the moisturizer, she says she wanted something super light. “Nothing sticky and filmy—I wanted something that penetrated the skin but that was super nourishing.”
Here’s our take: The lipstick and powder are great, but not for every skin tone (stunning on her, and anyone in that color range). The highlighter is universal and produces dewy awesomeness. And the cleanser? She’s not lying: It smells incredible. Overall we’re pretty thrilled that Alicia and Juice have created something that’s at once so clean but that will also appeal to a more mainstream market. Juice has always had a knack for that.
Our time is limited, so before letting her go, I make sure to ask Alicia one of our favorite questions (which we’ll be asking you guys, too!):
When do you feel most beautiful?
Her response: “When I eat well, I feel so grounded and so connected—when I changed the way I eat my heart opened. I feel beautiful because of that.”
I tell her that we always post about Meatless Monday on the site, and that I’ll remind readers about her vegan cookbook The Kind Diet—who’s read it?—and she laughs.
“I wish it was meat-only Mondays.” The way her skin glows, she has me considering it.
So, what do you think about Alicia for Juice? Have you tried the line? Will you?
P.S. For more from Alicia, you can always visit her blog The Kind Life, where she regularly posts recipes. Happy MM!