Karen Behnke, a pioneer of the clean beauty movement, is reentering the industry with a new endeavor: Beauty Crush Skincare, a venture that combines regenerative biotechnology with vineyard-grown ingredients sourced from her certified organic Sonoma County property.

Launching Wednesday direct-to-consumer via beautycrushskin.com, Beauty Crush Skincare marks Behnke’s fourth company and the culmination of more than two decades spent formulating products at the intersection of skin care, wellness and sustainability. The brand’s debut line focuses on a patent-pending Falanghina grape exosome developed in partnership with a biotechnology company, alongside antioxidant-rich Sagrantino grape extracts cultivated on Behnke’s vineyard.

“I had to follow my passion,” Behnke said of launching another company. She previously founded Juice Beauty — one of the earliest brands to champion organic and clean beauty — and led the company until departing in late 2022. The company later entered liquidation proceedings in 2025. She has also partnered with Gwyneth Paltrow and Kate Hudson on beauty collaborations.

“I’m really excited to say that these are the best products and the best clinicals of my career,” Behnke went on, of Beauty Crush Skincare.

The initial launch consists of a four-product collection designed around a simplified routine. It includes a $68 Triple Action Exocellular Antioxidant Serum, formulated with the brand’s proprietary Falanghina grape exosomes, Sagrantino grape antioxidants, biomimetic peptides and vitamin C complex; a $68 Triple Action Exocellular Glow Moisturizer, featuring exosomes, peptides, niacinamide and hyaluronic acid; a $36 Head-to-Toe Cleanser, and a $38 Peptide Body Moisturizer. All products are dermatologist-supervised tested and created to target firmness, hydration and the appearance of fine lines while supporting sensitive skin.

Behnke sees Beauty Crush Skincare as the convergence of biotechnology and regenerative agriculture. “I’m super excited about taking biotech and regenerative longevity science and combining it with organic and clean and regenerative viticulture and techniques.”

Behnke spent years researching biotechnology before developing the line, working alongside biotech partners, chemists and researchers from the University of California, Davis, she said.

Industry sources expect month-over-month growth throughout the first year, with sales projected to surpass eight figures.

Behnke said additional innovation is in the pipeline.

“I’ve got more ideas,” she said. “I can’t turn my brain off for ideas.”