Hollywood star turned e-mogul Gwyneth Paltrow expands her Goop empire by tapping into her ever-glowing fan base.
“Femme-trepreneur”: Paltrow, the face that launched a thousand celebrity-lifestyle brands, has diversified her marketplace to include pop-up shops, like the one she did in Dallas in 2014.
Envious of Gwyneth Paltrow’s glow-from-within skin? Stop it! The launch of goop by Juice Beauty gives beauty fiends worldwide clickable entry to a beauty regimen that is Paltrow-approved. The multifaceted A-list actress/blogger/supermom just debuted a line of luxe skincare loaded up with au naturel ingredients like apple and aloe. Natch. “We literally did not rest until we had a set of six products that are, quite simply… perfect,” insists Paltrow of her melting cleanser, replenishing night cream, revitalizing day moisturizer, enriching oil, exfoliating instant facial, and perfecting eye cream. Paltrow’s famously shy M.O. makes the widespread panic over her goop platform even more intriguing. Of course, she uses her celebrity to create enough stickiness for the site, and her perfect just-left-the-beach blond locks and try-to-guess-her-age skin certainly help brand her burgeoning empire—one which centers around a pure and squeaky-clean lifestyle (Hollywood be damned!), and which she personally curates and marks with a gp stamp of approval. Ah, star power.
The new beauty line.
But, the truth is, the minimalistic luxury lifestyle Paltrow promotes was not a moneymaker until turnaround queen Lisa Gersh, the brand’s CEO since 2014, entered the scene. Gersh pushed Paltrow to diversify her marketplace and create a revenue stream with goop-branded partnerships and products. A Martha Stewart Living expat, Gersh knows the power of a single “femme-trepreneur.” The key ingredient? No other e-commerce and digital platform has access to an A-lister like Paltrow. All of the products she approves in a “good, clean, goop” way ooze simplicity-meets-chic, from barely there T-shirts that are closet staples, to one-off collaborations with quietly cool designers such as Monrow. But the main focus for Paltrow has always been beauty—paired with wellness. Says Paltrow, “We have always been outspoken here at goop about concerns over the toxic ingredients used in [beauty] products, an industry that operates without regulation.” The actress took her fashion icon status, in fact, and put her mantra where her mouth is by partnering with Juice Beauty, the superstars of non-toxic makeup and skincare. Goop, synonymous with all-natural luxury, allowed Juice to bring “organic to the next level.” GP approves—and apparently so do legions of her fans: Om-men!