goop

Goop is a lifestyle brand and online retailer founded by Gwyneth Paltrow that blends editorial journalism with a curated shop of beauty, wellness, fashion and home goods. The site is known for Goop-branded skincare, supplements and niche wellness products alongside long-form articles, product roundups and occasional pop-up retail events. Shoppers use goop.com for premium, trend-forward items and editorial guidance on health, style and travel from a brand positioned at the intersection of wellness and luxury.