GOOP

Santa Monica, CA

In 2008, Gwyneth Paltrow launched goop from her kitchen as a homespun weekly newsletter. It’s grown a lot since then. We operate from a place of curiosity and nonjudgment, and we start hard conversations, crack open taboos, and look for connection and resonance everywhere we can find it. We don’t mind being the tip of the spear—in short, we go first so you don’t have to.


We take a curious, open-minded, and service-centric approach to the work we do. We ask questions about all of it. We believe that people can take what serves them and leave what doesn’t. We recommend what we love and what we think is worthy of your time and wallet. We value your trust above all things.


We do not believe that beauty products need to be toxic to us in order to be luxurious and effective—and we have the clinical testing to prove it. We curate the best in clean beauty and also make our own line of glow-inducing skin care.


We think it’s possible to build a great wardrobe from a handful of beautifully made essentials that will last for years. This is reflected in the styling stories we put together, our tightly curated fashion shop, and in G. Label, our fashion line that launches in monthly capsule collections.


We have a tightly edited wellness shop of products vetted for efficacy by our in-house research scientists, and we’ve also created five vitamin and supplement protocols with doctors to cover all the bases.


On The goop Podcast, GP and our chief content officer, Elise Loehnen, chat with leading thinkers, culture changers, and industry disruptors—from doctors to creatives, CEOs to spiritual healers—about shifting old paradigms and starting new conversations. Tune in to hear from OprahBrené BrownBryan StevensonJoe DispenzaZach BushJohann HariPeggy OrensteinElizabeth GilbertErin Brockovich, and more.