After 20 years in business, WWD reported that clean beauty pioneer Juice Beauty had quietly entered an Assignment for the Benefit of Creditors on March 12.WHO: Headquartered in Sonoma County, California, Juice Beauty was founded by Karen Behnke in 2005 and is known for pioneering clinically validated skincare and skincare-infused makeup formulated with organic ingredients. At the beginning of 2025, Juice Beauty launched a refreshed look that was said to embody its evolution and commitment to effective formulas and organic ingredients.WHY: Competition and pandemic-era challenges were cited as key drivers behind the business's decline.DETAILS:According to documents obtained by media, Juice Beauty entered into an Assignment for the Benefit of Creditors on March 12, transferring all tangible and intangible assets to a new entity, Juice LLC, which was tasked with liquidating assets and distributing proceeds to creditors. Proof of claims is requested before September 8, 2025.Karen Behnke stepped down as CEO and moved into a full-time product development role in January 2024. Beauty veteran Lance Patterson assumed the CEO role.In 2015, actress Gwyneth Paltrow joined as the brand's Creative Director of Makeup following her investment.Kate Hudson also collaborated with the brand in 2022 on a product launch.Distribution partners included Ulta Beauty, Sephora Canada, and Juice Beauty's own e-commerce platform.At its height, the brand hit $100 million in retail sales in 2018. It's been reported that sales dropped to around $25 million in 2024.Investors include Invus Group, lifestyle investor Amanda Eilian, TPG Capital founder Bill Price, and Gwyneth Paltrow.