Ever since its launch in 2008, Gwyneth Paltrow’s lifestyle and wellness brand, goop, has been continuously evolving. From the brand’s weekly newsletters covering an array of topics from nutritional recipes to mental health to their emergence into the world of skin and hair-care products, goop has never stopped innovating. Though goop’s beauty products have made quite an impact since their debut, they do come at a high price point, making the line inaccessible to the masses. But, all of that is about to change with the launch of goop’s newest, accessible and affordable line, good.clean.goop.


What is good.clean.goop?

Launching on Amazon and at Target on October 22, good.clean.goop will feature a skin-care collection, wellness collection and hair and body collection, all of which feature products that never exceed $40. All of the products feature clean, clinically proven ingredients that deliver real results without a hefty price tag.

“Today, goop Beauty is defined by best-in-class, clinically proven ingredients used at active levels, and the way that everything feels exquisite,” Paltrow began in a press release for the new brand. “We’ve learned a lot along the way as we’ve built goop Beauty, and now we’re thrilled to be able to launch a new brand—good.clean.goop—that meets our strict clean standards at an accessible price point. good.clean.goop takes an innovative approach to classic skin care, leaning into clean hero ingredients that really work. I’m so excited for more people who are curious about clean beauty—or who simply appreciate a quality cream or a hardworking cleanser—to be able to try our new line of essentials.”

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