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goop is a lifestyle brand with its roots in content across six key pillars: wellness, travel, food, beauty, style, and work. Within those pillars, goop curates and sells a tightly edited array of products; they also make their own goods in beauty, fashion, and wellness.

  • goop Beauty stands for high-performance, clean skin care; skin-boosting ingestibles; and artisanal fragrance, bath, and body essentials that harness the pure luxury of nature, reflecting their holistic ethos in beauty and wellness.
  • goop Fashion includes a limited-edition range of fashion essentials made in the finest mills and factories in Italy and the USA, and a line of cross-functional, highly adaptable, fashion-forward sportswear.
  • goop Wellness includes a regimen-based vitamin program to address the needs of modern women and a collection of bite-size chews specifically formulated to help with restful sleep, more focus, and immune support.

goop launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter. GP wanted to share her unbiased travel recommendations, health-centric recipes, and shopping discoveries, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. goop continues to be a place for GP, now the company’s CEO, to introduce readers to incredible experts who have mentored her throughout her life, along with new ideas about where to shop, eat, and stay, plus clean recipes.