Gwyneth Paltrow has parlayed her rabid Goop fanbase into a lucrative events business, including sold-out summits like last weekend's In Goop Health.

The secret to the brand's success: a well-timed focus on ‘clean’ products and a 38,000-strong army of peer-to-peer salespeople.

The clean beauty brand, known for its extensive list of banned chemicals and network of peer-to-peer sales consultants, announced a new round of funding said to total about $65 million at a $400 million valuation.

The personal care and beauty industries are severely under-regulated in the US, resulting in weak consumer protections against harmful ingredients, argues Gregg Renfrew of Beautycounter.

As consumer awareness grows, more beauty brands and retailers are investing in safe, toxin-free cosmetics for the mass market. Will it pay off?