Started by actress Gwyneth Paltrow, goop began as a newsletter and has grown into a shopping destination with a rather unique take on health and beauty. The products tend to lean towards natural or ‘clean’ ingredients, with an emphasis on wellness as much as cosmetics. You’ll find skincare items, supplements, candles and even some home goods, all presented with a certain lifestyle vibe. The prices are definitely on the higher side, reflecting the brand’s positioning as a bit of a luxury or niche option rather than mainstream.
People who shop at goop often appreciate the brand’s interest in alternative health trends, even if some of the more out-there claims get a bit eye-roll-worthy. The skincare is generally well-regarded, especially if you’re after gentle, plant-based formulas rather than heavy chemical-laden products. The website also offers content around wellness and lifestyle, which can feel interesting or pretentious depending on your mood.
Customer service is pretty standard for a brand of this size, though returns can be a bit tricky if you’re outside the US. Overall, goop feels like a place for shoppers who want to experiment with wellness products that feel different, and don’t mind paying a bit extra for the story behind them.