Dive Brief:
- Goop on Sunday will launch a mass-market beauty brand called Good.Clean.Goop, according to a press release shared with Retail Dive.
- The line — which has a price range between $19.99 to $39.99 — will launch in stores and online at Target as well as Amazon.
- The new line from Goop — actress and entrepreneur Gwyneth Paltrow’s lifestyle lifestyle company — features products across several categories, including cleansers, facial serums, body lotions, wellness chews and more.
Dive Insight:
The Good.Clean.Goop line by Goop places the luxury company into more accessible retail channels.
“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,” Paltrow, Goop’s CEO and founder, said in a statement. “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.”
Paltrow launched Goop in 2008 with “clean beauty as a foundational tenet,” per the release. The company produces lifestyle content, operates an online retail shop and its own namesake brands. As such, the company focuses on products with minimal ingredient lists that are ethically sourced and cruelty-free by its own standards.
Goop’s move into more affordable products comes in contrast to the brand’s luxury reputation. Each year, the company puts out its famous holiday gift guides known for their outrageous price ranges. Its “ridiculous but awesome” gift guide from 2022 included a $29,495 Rolex watch, $75 free-range compost from Flamingo Estate, a $359 upcycled wooden dog bed frame from Avocado and more.
Among other products, the company’s jewelry brand, G. Label, sells pieces such as a $3,200 gold bangle and an $8,000 link necklace. Its prestige beauty brand, Goop Beauty, features products including a $150 peptide serum, $125 eye masks and $98 face oil. Some of the company’s beauty and wellness products are sold through Sephora, in addition to its owned e-commerce website.
