Gwyneth Paltrow Makes Goop More Accessible, Enters Mass Market Beauty and Wellness

Ryma Chikhoune
·2 min read
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Gwyneth Paltrow is bringing accessibility to Goop. The founder has launched a mass market beauty and wellness brand called Good.clean.goop, available in Target stores, at target.com and on Amazon on Sunday.

“Years ago, when my team and I started our own Goop Beauty line, we committed ourselves to creating products that were three things simultaneously: clean, high-performance and luxurious,” said Paltrow, Goop’s chief executive officer and founder, in a statement. “Today, Goop Beauty is defined by best-in-class, clinically proven ingredients used at active levels, and the way that everything feels exquisite. 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. Good.clean.goop takes an innovative approach to classic skin care, leaning into clean hero ingredients that really work. 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.”

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Launched by Paltrow in 2008, Goop’s personal care and beauty products for skin, color, hair and body focused on “clean” formulations without ingredients linked to potentially harmful health effects. “The success of the line has been core to Goop’s growth,” according to the brand. Consumer favorites include its $125 “Microderm Instant Glow Exfoliator,” $98 “Dark Spot Exfoliating Sleep Milk” and $150 “Youth-Boost Peptide Serum.”

With Good.clean.goop, the aim is to make Goop more widely accessible at a lower price point. Ranging between $19.99 and $39.99, the line is divided into three categories: The “cleanical,” the “botanical” and the “superfood.” While the cleanical is focused on clinical performance, the botanical goods are formulated with plant-based ingredients and the superfood items are food-derived.

Launching with 10 products, Good.clean.goop offers a foaming jelly cleanser at $19.99 (with mild coconut and sugar-based surfactants, natural fruit enzymes and botanical extracts of spinach and aloe vera); an exfoliating scrub made with AHAS at $24.99; a toner with 10 percent glycolic acid, phytic acids and caffeine at $19.99; an “Aging” serum with tranexamic acid and niacinamide at $39.99; a daily moisturizer with niacinamide and hyaluronic acid at $29.99, and an eye serum with peptides and vitamin C at $24.99.

There are also body products, with an exfoliating scrub and oil, as well as hair goods, with a scalp detox and “Replenishing” cream — each priced at $29.99. And Paltrow is including chewy ingestibles for “Immunity,” “Beauty,” “Brain Boost” and “Pleasure,” also priced at $29.99 (for 30 chews).

Launch Gallery: Photos of Gwyneth Paltrow's Style

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