Goop

Goop, Inc. (trading as "goop") is a private wellness and lifestyle brand and company founded by actress Gwyneth Paltrow. It launched in September 2008 as a weekly email newsletter offering New Age wellness and lifestyle advice under the slogan "Nourish the Inner Aspect," with an editor's note from Paltrow in each issue. The business later expanded into e-commerce, brand collaborations, pop-up shops, a wellness summit, a print magazine, a podcast and a Netflix docuseries. It is headquartered in Santa Monica, California.

The company's commerce operation spans its own goop Beauty line — skin care, makeup, hair care, bath and body products and multi-item kits priced from roughly $24 to more than $500 — together with a curated third-party assortment of apparel, accessories, handbags and beauty brands sold through the goop.com shop. goop Beauty is positioned around clinically proven and "best-in-class" ingredients at active levels, with formulations excluding silicones, formaldehyde donors, parabens, SLS, SLES, PEGs, polyacrylamides, TEA, DEA, phthalates and synthetic fragrance, and an emphasis on ethically sourced, cruelty-free and biobased inputs. As of 2020 the company operated four permanent retail stores, in Los Angeles, San Francisco, New York and London; earlier reporting cited six US stores opened after the move from the UK, in New York, San Francisco, Montecito, Santa Monica and Hawaii.

After a 2024 restructuring that included two rounds of layoffs and exits from categories such as sexual wellness, Goop narrowed its focus to three areas: beauty, its G. Label fashion line, and Goop Kitchen, a Los Angeles-based takeout chain. Paltrow said in March 2025 that revenue grew 10% between 2023 and 2024, that profitability was ahead and that she was not interested in selling the company for at least three more years. Beauty was described in 2025 as the brand's primary revenue driver.

Founding story

Goop was founded in 2008 in Paltrow's London home as a newsletter she used to share wellness and lifestyle advice with a new-age spin. Paltrow has said she started it because she and other women found it difficult to get information about their health and wellness concerns. The name came from Peter Arnell's advice that successful internet companies have double Os in their names; Paltrow wanted "a word that means nothing and could mean anything," and inserted a double "O" between her initials.

Business model

Goop combines editorial and media content with direct-to-consumer and wholesale retail. It sells its own goop Beauty skin, hair, body and color products and its G. Label fashion line, plus curated third-party fashion, accessories and beauty brands, through goop.com, permanent retail stores and retail partners; it also operates Goop Kitchen, a Los Angeles takeout chain, and has monetized media formats including a print magazine, podcast, books, TV projects and a wellness summit.

Revenue comes primarily from product sales — own-brand beauty (described in 2025 as the primary revenue driver), G. Label apparel and curated third-party merchandise — sold online, in Goop's own stores and via wholesale partners such as Sephora and Ulta Beauty, supplemented by food service through Goop Kitchen and, historically, media and events.

Traction

Reported revenue grew 10% between 2023 and 2024 across beauty, G. Label fashion and Goop Kitchen, though the company remained unprofitable in 2024. Goop has been reported as valued at $250 million (about £190m) around 2020-2021 and had roughly 90 employees in 2017. A 2017 supplement regimen was said by the company to have generated $100,000 in sales in one day. In June 2025 goop Beauty entered Ulta.com and 800 Ulta stores.

Latest developments

In March 2025 Paltrow said revenue rose 10% year over year in 2024, that profitability was coming and that she would not consider selling for at least three years. In June 2025 Goop began selling goop Beauty via Ulta.com and 800 Ulta stores. In September 2025 the company confirmed it was shutting down Good Clean Goop after its exclusive Target brick-and-mortar relationship ended earlier in the year, describing the move as part of a shift toward its core business.