Goop

goop.com

Goop is a lifestyle brand providing digital content and commerce. Launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter, Gwyneth wanted a place to organize her unbiased travel recommendations, health-centric recipes, and shopping discoveries for friends, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. Now, Goop has become a fully formed lifestyle site, offering a tight curation of products and content. It is a place for Paltrow to introduce some of the incredible experts who have mentored her throughout her life to a wider audience, and a place where readers can find suggestions about where to shop, eat, and stay from a trusted friend—not from an anonymous, crowd-sourced recommendation engine, that's Goop. While the Thursday email remains an inbox staple, Goop has grown significantly since its launch: There’s now a small team of Goop people, more content, a robust shop full of pieces from some of our favorite designers (including exclusive collaborations), and a luxurious, organic skin-care line, Goop by Juice Beauty, which truly represents the values of the brand.