Gwyneth Paltrow Is Launching a New, Less Expensive Beauty and Wellness Brand at Target

Gwyneth Paltrow is bringing her love of skin care and wellness to Target and Amazon shoppers with a brand-new product line — Good Clean Goop.

Where Goop's main product line ranges from $20 to $150, this new 14-piece assortment is priced from $20 to $40. Like the original Goop brand, it encompasses skin care, hair care and body care as well as wellness ingestibles. The six-piece skin-care collection features a full routine's worth of products, including a foaming gel cleanser, a hyaluronic acid-based moisturizer and a vitamin C eye serum. There's a scrub, cream and oil for the body; a scalp scrub, and chewable supplements that target immunity, cognition, skin health and pleasure.

"Goop Beauty is defined by best-in-class, clinically proven ingredients used at active levels and the way that everything feels exquisite," said Paltrow in a press release. "We've learned a lot along the way as we've built Goop Beauty, and now we're thrilled to be able to launch a new brand — Good Clean Goop — that meets our strict clean standards at an accessible price point."

Many of the new products are reflective of fan-favorite Goop Beauty offerings, including the Good Clean Goop Wide-Awake vitamin C eye serum ($25) and the Powerscrub Scalp Detox ($30) — which are reminiscent of the main brand's GoopGlow Vita-C Brightening Eye Cream ($58) and Himalayan Salt Scalp Scrub Shampoo ($55), respectively.

"Good Clean Goop takes an innovative approach to classic skin care, leaning into clean hero ingredients that really work," said Paltrow. "I'm so excited for more people who are curious about clean beauty — or who simply appreciate a quality cream or a hardworking cleanser — to be able to try our new line of essentials."

The new Good Clean Goop line is available to shop at Target or Amazon starting Oct. 22. See the full line of products below.

Good Clean Goop The Body Facial Exfoliating Scrub, $30

Good Clean Goop The Body Smoother Replenishing Cream, $30

Good Clean Goop The Naked Elixir Body Oil, $30

Good Clean Goop The Powerscrub Scalp Detox, $30

Good Clean Goop The Daily Juice Cleanser, $20

Good Clean Goop The Fruit Facial Exfoliating Scrub, $25

Good Clean Goop The Healthy Aging Serum, $40

Good Clean Goop The Illuminator 10% Glycolic Toner, $20

Good Clean Goop The Nutrient-Rich Daily Moisturizer, $30

Good Clean Goop The Wide-Awake Eye Serum, $25

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