by Juice Beauty, among the first beauty brands that benefit from organic beauty and all things, will liquidate the assets.
The brand, which was founded by Karen Behnke in 2005 and previously achieved 100 million US dollars in retail sales with a subsequent celebrity trailer, fell quietly on March 12 for the benefit of the creditors.
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In a message to creditors and equity owners who were received by WWD, Juice Beauty Inc. “Own of all of his rights to material and intangible assets” has transferred to a new company with limited liability called Juice (assignment to the benefit of creditors) LLC, where distributed.
The process could take time because the document was asked before September 8, 2025 for evidence of claims.
The company did not respond to a comment until the press.
Juice Beauty was one of the first to use the organic beauty movement and quickly achieved celebrities and investors. Behnke typed Makeup as director of Makeup in 2015 after investing in the company. In 2022, Kate Hudson worked with the brand with a product launch with the brand.
Behnke left the company at the end of 2022, according to its LinkedIn profile. A source said the rest of the staff was released in February. Behnke refused to comment.
The brand said in a statement from January that it would ring in two decades of business with a new brand identity, a newly designed website and a new packaging.
Although the brand achieved a considerable volume and Ulta Beauty, Sephora Canada and her own website counted as distributors, a source near the company said that increased competition and pandemic-induced headwind could be handled too much.
“Everyone started what to do [Behnke] I all got cleaner, ”said the source and noticed that it became more difficult for the brand to differentiate itself on the market, since more brands have gained clinical support and organic certifications in juice.“ After Covid, the business was half of what it should have been. ”
In 2022, Behnke told Hudson to WWD at the time of her partnership: “It is difficult with organic ingredients. It has gotten better, but it is still expensive. And this during Covid-19 was another challenge.”
Another source said that the brand of the brand was left with Behnke and said that the founder still got the patents that were used in products after their departure. In addition, the management of the company invested more in the Rebrand than in retail. “Half of the business was lost in 2024,” said the source, noting that the business with 25 million US dollars was closed for retail sales of 2024.
The source was of the opinion that the liquidation process was a way for the emigration of liabilities and possibly a buyer who could revive the business under a new company. “But you have to do it with Karen,” said the source of potential new owners. “She knew her customer and how to deliver.”
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