Goop has come a long way in its 15 years — and it’s changed a lot of minds about wellness.
FounderGwyneth Paltrowvividly recalls the early days of the company, which was launched as a lifestyle brand in 2008 before heading into ecommerce with wellness-focused products and a variety of beauty essentials.
“Early on people thought we were nuts,” Paltrow tells PEOPLE. “To me, it’s such a good lesson, just be who you are, stick to your guns, find your resilience, keep going and you can build a brand that’s meaningful if you really mean it.”
While some of Goop’s ideas have been out of the box — like thatvagina candle that no one will ever stop talking about— Paltrow says she’s proud that her company always stayed true to what it believed in.
“I think we’re really clear about our values and it’s nice to see that they’ve resonated more and more over time,” she says.
Coliena Rentmeester / Trunk Archive
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“The idea for good.clean.goop has been kicking around the goop headquarters for a decade,” Paltrow tells PEOPLE. “We originally started with the Goop beauty line, and over time, we just felt more and more passionate about creating clean, efficacious products at a more accessible price and for a broader audience.”
“They call it masstige in the industry,” she adds. “I love that word, between mass and prestige. We set out to create this, and it’s been so much fun.”
The new line, available for purchase now, features six skincare products (The Daily Juice Cleanser, The Fruit Facial Exfoliating Scrub, The Illuminator 10% Glycolic Toner, The Healthy Aging Serum, The Nutrient-Rich Daily Moisturizer and The Wide-Awake Eye Serum ), three body care products (The Body Smoother Replenishing Cream, The Naked Elixir Body Oil and The Body Facial Exfoliating Scrub) and one haircare product (The Powerscrub Scalp Detox). It also features a wellness collection with four chewable supplements targeting skin, immunity, libido and cognitive function.
Gwyneth Paltrow at the 2023 CFDA Awards.Dimitrios Kambouris/Getty
Dimitrios Kambouris/Getty
“I think it’s just sort of how I’m wired,” Paltrow said. “I’m always thinking about what’s coming around the corner, and what I’m missing… what our customer is missing, what might be exciting.”
She continued, “I think I’m a very creative person innately, so there’s always something going on in there.”
The CFDA praised Patrow’s brand ahead of the ceremony, saying it “offers the tools to live a life of ineffable beauty—filled with agency, depth, and promise.”
source: people.com
