This is about more than changing your eating habits... it’s about changing your life."
FOUNDER + CEO
Eric Helms, long-time juicing guru and superfood sleuth, founded Juice Generation in 1999 with a big mission: to make fresh, raw juices accessible to all New Yorkers. Fast forward over two decades, and his passion helped grow this brand into a leading lifestyle movement that supports healthier, greener options for people everywhere.
Eric has always been on the lookout for the next big thing in wellness—and his obsession with exciting new superfruit ingredients has garnered him national media attention as a trailblazer in this space. He brought mangosteens to the U.S. market from Southeast Asia, secured exclusive rights to import the pitaya fruit from Nicaragua, was first to put the antioxidant-rich aronia berry on the map, and popularized activated charcoal as a detoxifying ingredient in drinks.
Eric’s motto: “It’s not just about what you use, but how it’s grown.” As much as he loves fresh ingredients, he’s just as invested in their sources. His dedication has taken him all over the world to put facetime in with farmers—from local kale and spinach farms in upstate New York, to Brazil to see how superberries are harvested for our açaí bowls.
Eric also published a book—The Juice Generation: 100 Recipes for Fresh Juices and Superfood Smoothies—in which he shares his pro tips, knowledge, and revitalizing recipes. On the day-to-day, you can find him leading the teams at Juice Generation and sharing his juicing expertise on local and national media.
Co-Founder Cooler Cleanse + Blend It Yourself
Millions of people around the globe know Salma Hayek as an award-winning actress, producer, and activist—but those closest to her know her passions are also deeply rooted in wellness, healthy food, and all-natural self care.
Born and raised in Veracruz, Mexico, Salma learned early on that beauty from the inside out starts in the kitchen. She discovered the incredible healing and revitalizing benefits of homemade beauty products from her grandmother, who would make her own natural moisturizers and masks from local ingredients. Salma would also create her own raw superfood-packed juices at home—a ritual she still follows today and calls one of the most important tools in her beauty regimen.
In 2008, Salma teamed up with Juice Generation founder Eric Helms to develop nutritional juice and nut milk recipes to energize and heal your body. Together, they created our fan-favorite Cooler Cleanse–a line of fresh, raw juices with health- and beauty-enhancing benefits that can be delivered right to your door. Most recently, they also co-created Blend It Yourself, a home delivery service that brings nutrient-packed smoothies right to your freezer.
Salma continues to lend her beauty and wellness expertise to our fresh and growing product lineup and the brand’s overall mission: to make healthy eating and balanced living accessible to everyone.
- Time Magazine
- Watch What Happens Live
- O, The Oprah Magazine
- CBS Sunday Morning
- The Wall Street Journal
- Bloomberg Businessweek
- The View
- The New York Times