Ten years ago, almost to the day, Gwyneth Paltrow wrote her first Goop newsletter of personal recommendations from her kitchen table in London’s Belsize Park. Its popularity spread, and a decade later her blog-cum-e-store has revenues tripling year on year with its feelgood mix of style, beauty and wellness. Articles range from a round-up of salt-infused beauty products to a stylist city guide to Montreal, to “The Enduring Power of Relational Teaching”.
This week Paltrow has not only opened her first UK pop-up Goop shop in Westbourne Grove (open until January 27 2019), she is also launching a European e-commerce platform. “This September is a watershed moment for Goop. It’s our 10-year anniversary and our London homecoming; the latter sets the stage for the next phase of the business as we expand into international markets,” says Paltrow.
The Goop tenets on apparel are defined as “basic fuss-free pieces that bridge the gap between board meetings, school drop-offs and soccer games”. The likes of Stella McCartney (camel wool jumper, £785, “A fun riff on classic pullovers”) and Tory Burch (classic Betsy A-line skirt, £405) are featured, and there are collaborations, too, such as the embroidered cashmere jumpers (£380) by Lingua Franca and pom-pom-adorned Konstantina heels (£755) by Christian Louboutin. There’s also the exclusive-to-Goop G Label – “limited edition, elevated essentials that are made in Italy’s best factories” such as the Lindsay turtleneck sweater (£532) and the Dmitri wide-leg cargo trousers (£443), as well as the delightful double-breasted James military coat (£1,158).
On the Cosmic Health page, meanwhile, the Goop Medicine Bag (£76) holds stones inspired by “the Shaman’s medicine bag from various indigenous traditions” and an amethyst crystal bottle (£78) that promises to “infuse water with positive energy”. The beauty offerings are less exotic but quite possibly more effective, such as the stress-relieving, sandalwood-rich Goop Body G.Nite Bedtime Bath Soak (£30 for 680g) and organic Goop by Juice Beauty Exfoliating Instant Facial (£112 for 1.7 fl oz). And they certainly smell delicious. As does the Goop Fragrance eau de parfum Edition 03 (from £148 for 1.7fl oz) – “a sophisticated and sexy fragrance that’s non-toxic”. Like the title of Paltrow’s own bestselling cookery book It’s All Good. Or should that be It’s All Goop?