Goop is set to launch a new beauty line called Good.Clean.Goop that will be made available in physical stores at Target and online on Amazon — a move that marks the company’s effort to expand beyond its own eCommerce platform and reach a wider audience by teaming up with mass merchants.
The new product line will feature a variety of products, including cleaners, serums, body lotions, and wellness chews, among other things, at prices ranging from $19.99 to $39.99.
“Years ago, when my team and I started our own Goop Beauty line, we committed ourselves to creating products that were three things simultaneously: clean, high-performance, and luxurious,” said Goop’s CEO and founder, Gwyneth Paltrow. “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.”
The Good.Clean.Goop beauty line will build on the company’s beauty Goop Beauty business, which sells products through the Goop website and Sephora.
The launch of the new accessible beauty line marks the company’s departure from solely focusing on sales of high-end products. For example, Goop’s annual “ridiculous but awesome” holiday gift guide often highlights products that are largely out of reach for most American consumers. Last year’s guide included products such as a $250,000 vintage Ford Broncos and a $286,595 stay at a New Zealand luxury lodge, amongst other things.
Photo credit: Goop