# goop

> goop is a wellness and lifestyle brand founded by actress Gwyneth Paltrow in 2008 that began as a weekly email newsletter and grew into a direct-to-consumer company selling clean beauty, skincare, supplements, fashion, and home goods alongside editorial content, a podcast, and events. It pairs aspirational storytelling with 'contextual commerce,' turning wellness articles into shoppable curation for a largely affluent, female audience. The brand is known both for pioneering the modern wellness-media category and for the controversy its more provocative products and health claims have generated.

- **Founded:** 2008
- **Headquarters:** Santa Monica, California, United States
- **Founders:** Gwyneth Paltrow (Founder & CEO)
- **Team size:** ~180 employees
- **Products:** goop.com editorial + shop, goop Beauty & Skincare, goop Wellness supplements, goop by Juice Beauty, This Smells Like My Vagina candle
- **Notable:** Grew from a 2008 email newsletter into a nine-figure wellness and lifestyle brand., Raised more than $140M across multiple funding rounds., Reportedly reached a valuation around $433M.

## Products & services

- **goop.com editorial + shop** — The flagship website combining wellness, beauty, fashion, food, and travel content with an integrated e-commerce store ('contextual commerce').
- **goop Beauty & Skincare** — Clean beauty and skincare line including cleansers, serums, and the G.Tox and GOOPGENES ranges.
- **goop Wellness supplements** — Ingestible supplement protocols such as the 'The Martini' and other vitamin regimens marketed for targeted wellness needs.
- **goop by Juice Beauty** — A skincare collaboration line, one of goop's early beauty ventures.
- **This Smells Like My Vagina candle** — Provocative Heretic Parfum collaboration candle (and later fragrance/roll-on) that became a viral marketing phenomenon.
- **The goop Lab (Netflix)** — Six-episode Netflix docuseries exploring wellness topics; renewed for a second season.
- **The goop Podcast** — Interview podcast hosted by Gwyneth Paltrow and goop editors covering wellness, self-worth, beauty, and culture.
- **In goop Health summits** — Ticketed wellness conferences and experiential events for the goop community.
- **goop apparel, fashion & home** — Curated and own-brand fashion, accessories, and home goods sold through the shop.

## Achievements

- Grew from a 2008 email newsletter into a nine-figure wellness and lifestyle brand.
- Raised more than $140M across multiple funding rounds.
- Reportedly reached a valuation around $433M.
- Launched a Netflix docuseries ('The goop Lab') renewed for a second season.
- Helped define the modern wellness-media and 'contextual commerce' category.
- Reported ~10% revenue growth in the year prior to March 2025, per founder Gwyneth Paltrow.

## Latest updates

- **2025-07** — A new biography prompted press coverage describing goop's workplace culture and founder-centric vision.
- **2025-03** — Gwyneth Paltrow said goop's revenue grew about 10% over the prior year.
- **2024-09** — Reported later-stage/angel funding of $15M with investors including Travis Kalanick and Stanley Tang.

## Links

- Website: https://goop.com
- LinkedIn: https://www.linkedin.com/company/goop-
- Twitter/X: https://twitter.com/goop
- YouTube: https://www.youtube.com/user/goopinc
- Instagram: https://www.instagram.com/goop/
- Facebook: https://facebook.com/goop/
- TikTok: https://www.tiktok.com/@goop

---

Profile page: https://yespress.io/goop
Published by YesPress — https://yespress.io
Last updated: 2026-07-26