Gwyneth Paltrow, goop founder, announces the company's first branded luxury skincare line

By

Dani Greene

Published
Mar 16, 2016

Gwyneth Paltrow’s e-commerce company “goop” started off as a lifestyle blog. Over the past 8 years, Paltrow has engaged millions and leveraged her social influence to expand goop into an e-commerce platform for the 30-50 women demographic with expensive tastes in food, fashion, and housewares. Now, goop is taking on the skincare industry with goop by Juice Beauty, its first ever-branded product collection of organic luxury skincare.

 
Designed to reduce the signs of aging through a combination of luxury and certified organic ingredients, the line includes face oil, an instant facial, a cleanser, both a day and night moisturizer and an eye cream. Prices range from $90 to $140, as well as a starter kit for $125.

Staying true to goop's organic, health and luxury approach, Paltrow said: "Actually pure organic and natural formulas can work as well as, if not better than conventional products. We've created luxurious, clean, organic formulas that are proven effective – we hope they change the way women think about skin care."

Launched in 2008 by Gwyneth Paltrow, goop started out as a weekly email newsletter. goop has expanded and is a standalone e-commerce and digital media company covering travel, health, cuisine, wellness, fashion collaborations and beauty products.