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    Alicia Silverstone's New Eco-Friendly Beauty Line

    By | Green – Mon, Apr 30, 2012 9:44 AM EDT

    Photo courtesy of Ulta.comPhoto courtesy of Ulta.comBy Alison Syrett, Lucky magazine

    Alicia Silverstone and Juice Beauty just launched a line of environmentally-friendly cosmetics last Sunday was which was, quite fittingly, Earth Day. The five-product range, priced between $16 to $36, marks the eco-conscious brand's first collaboration with a celebrity.

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    "She has effortless beauty," Karen Behnke, founding partner and chief executive officer of the company, told WWD. "The Juice Beauty girl is similar: quick and easy. They don't want harsh chemicals, but they want to feel glamorous."

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    Although we associate Alicia Silverstone with her 1995 role in Clueless as a do-gooder valley girl whose wardrobe we still covet 12 years later, the actress has actually changed a lot since then. She now dedicates most of her her time to promoting a vegan and green lifestyle, but we think her alter ego would approve of this endeavor. Looking beautiful and helping someone else out in the process? That's, like, totally Cher Horowitz.

    Shop Alicia Silverstone for Juice Beauty on Ulta.com.


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