
goop
CLEAN. HOLISTIC. CLINICAL RESULTS. goop is a modern lifestyle brand that curates the ultimate in beauty, wellness, style, food and travel. The Los Angeles-based brand was founded 2008 by actress and entrepreneur Gwyneth Paltrow whose products soon became synonymous with functional, nontoxic beauty. As it turns out, goop pioneered a lot more than holistic, sometimes daring approaches to well-being; goop pioneered the inside-out approach and formulas with the very best high-performance, active ingredients.