Things are not that good for a good clean goop.
Less than two years after its launch, Good Clean Goop – The range of accessible products from the Gwyneth Paltrow lifestyle brand – is closed, confirmed a company spokesperson.
The relationship of the line with Target, its exclusive brick and mortar retailer, ended earlier this year. The retailer and Goop refused to provide more details on line performance.
The line was launched in 2023 in Target and on Amazon, and boasted of a dozen products, all less than $ 40 – far from expensive products, such as a peptide serum of $ 150, for which Goop had become known.
“I am so excited for more people who are curious to know clean beauty – or who simply appreciates a quality cream or a worker cleaner – to be able to try our new range of essentials,” Paltrow said in a press release before the launch of the line.
Some products remain available for purchase on Amazon, although more than half are reduced.
“Good.Clean.Goop has presented many new customers to the Goop brand,” GOOP spokesperson said in a statement. They described it as “being part of a broader strategic change, focusing on its main activity and its next initiatives where we see significant momentum”.
There were signs that the line had trouble gaining ground.
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Last year, Puck reported This good Goop Clean was in the lowest 15% of Target beauty brands, and two former GOOP employees told Business Insider that they expected that the partnership ends in early 2025. The brand’s Instagram profile had not published since October 2024.
In June, Goop attempted another strategy to reach the masses: in partnership with Ulta Beauty to sell its main beauty line, Goop Beauty, both on Ulta.com and in 800 stores. Paltrow told WWD last month that beauty was the main engine of the brand’s income.
Since its foundation in 2008, Goop, which has raised around $ 140 million according to Pitchbook, has made several pivots.
Goop has been launched as a media company, although it has since made important discounts to its editorial and has folded its magazine. The brand has tried to develop books and television programs, including a Netflix docuseries, but has not published such projects since 2023. A push in the well-being space with a supplement regime, of which the company said that it has generated $ 100,000 in sales in one day in 2017, did not last and that other initiatives, such as the Goop Cruise, also closed.
In 2024, the company underwent two redundancy cycles and remained unprofitable, as previously reported Business Insider.
Last year, Goop said it would focus on beauty, fashion and food in the future.
