In 2008, Gwyneth Paltrow launched goop from her kitchen as a homespun weekly newsletter. It’s grown a lot since then. We operate from a place of curiosity and nonjudgment, and we start hard conversations, crack open taboos, and look for connection and resonance everywhere we can find it. We don’t mind being the tip of the spear—in short, we go first so you don’t have to. We’re glad you’rehere.
choose your ownadventure
Read
We take a curious, open-minded, and service-centric approach to the work we do. We ask questions about all of it. We believe that people can take what serves them and leave what doesn’t. We recommend what we love and what we think is worthy of your time and wallet. We value your trust above all things.
Shop
We do not believe that beauty products need to be toxic to us in order to be luxurious and effective—and we have the clinical testing to prove it. We curate the best in clean beauty and also make our own line of glow-inducingskin care.
We think it’s possible to build a great wardrobe from a handful of beautifully made essentials that will last for years. This is reflected in the styling stories we put together, our tightly curated fashion shop, and in G. Label, our fashion line that launches in monthly capsulecollections.
Along with the products we make ourselves, we have a tightly edited wellness shop of tools vetted for efficacy by our in-house research scientists. Because pleasure is an important pillar of well-being, we have a carefully curated sex shop, too.
Listen
On The goop Podcast, GP and Erica Chidi Cohen chat with leading thinkers, culture changers, and industry disruptors—from doctors to creatives, CEOs to spiritual healers—about shifting old paradigms and starting new conversations. Tune in to hear from Oprah, Brené Brown, Bryan Stevenson, Joe Dispenza, Zach Bush, Johann Hari, Peggy Orenstein, Elizabeth Gilbert, Erin Brockovich, andmore.
Cook
We believe that whole food is the cornerstone of health, and that the happiest moments of the day happen at the dinner table. We think ingredient sourcing is important: for the planet, for our guts, and because you need fewer things and simpler recipes when the components stand on their own. While many of our recipes are relatively virtuous and free of common allergens, they are still delicious and simple. The goop shop is replete with essentials for your kitchen, including prep tools, PFOA-free cookware, and a beautiful assortment oftableware.
MORE RECIPES
Travel
We’re all time-strapped, which means there’s no room on the itinerary for bad pizza. We traverse cities looking under every rock for the bucket-list meals, experiences, and shops that mean you can get back on the plane satisfied—whether it’s dinner at a Michelin-starred restaurant or a quick bite at the taco truck down the street. We also know that not every trip is a vacation, which is why we include kid-friendly hotels, coffee shops where you can perch and work, and shortcuts and services for maximizing your days.
more travel
Meet Us IRL
We have permanent brick-and-mortar stores in LA, Montecito, Sag Harbor, and Mauna Lani and a constantly rotating assortment of pop-ups across the globe. When it’s safe to gather in groups, we look forward to hosting events in store again—everything from clean beauty master classes to mind-expanding energy readings. In 2020, after eight in-person wellness summits, we brought In goop Health online. While we’re very into the virtual program, we’re of course dreaming about a return to an IRL day, too.
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our history
B.N.: BEFORE NEWSLETTER
1971
Computer scientist Ray Tomlinson uses the @ sign to send himself anemail.
1972
GP is born.
1994
GP films Jefferson in Paris. On set, she begins her tradition of asking the crew for their local café and restaurant recs, which she continues throughout her career to compile lists of the best places tovisit.
1997
After a lot of research and testing, GP bakes a dairy-free, gluten-free, sugar-free muffin for her dad. He gives her constructivefeedback:
“It’s like biting into The NewYorkTimes.”
1999
GP does the Master Cleanse—her first. (Wouldn’t recommend.) She also tries a macrobiotic diet for the first time.
2004
GP’s cupping marks, photographed at the Anchorman premiere, cause a…stir. (Michael Phelps took note.)
2007
Tracy Anderson kicks GP’s ass for the first time, and a new TAmily is formed.
Peter Arnell jokes to GP that all successful internet companies have double o’s in their name. goop, there itis.
GP meets Dr. Junger, and we get with the Clean Program.
2008
Our first newsletter is sent to 10,377 subscribers. It features recipes for Turkey Ragu and Banana-Nut Muffins.
A.N.: AFTER NEWSLETTER
2009
GP creates the first goop detox. Recipes include Broccoli and Arugula Soup, a blueberry almond smoothie, and Detox Teriyaki Chicken. (She took these photos on herBlackberry.)
2010
GP adds learning to meditate to her New Year’sresolutions.
GP opens up about her experience with postpartum depression in a note introducing information about the disorder from apsychologist.
2011
GP’s first cookbook, My Father’s Daughter, comes out and makes the New York Times bestsellerlist.
Our newsletter subscriber list hits400,000.
2012
We collaborate with Kain to design the T-shirt we’ve always wanted. (Yes, it costs$90.)
2013
GP publishes her second New York Times–bestselling cookbook, It’s All Good. It features a lot of gluten-free, sugar-free, and vegetable-forward recipes. TheAtlantic.com calls it a “Bible of Laughable Hollywood Neuroticism,” writing that she “might have just gone over the edge.” (The gluten-free market in 2020 is projected to reach $23.9 billion.) Star magazine calls GP the most hated celebrity the same week People names her mostbeautiful.
GP publishes her second New York Times–bestselling cookbook, It’s All Good. It features a lot of gluten-free, sugar-free, and vegetable-forward recipes. TheAtlantic.com calls it a “Bible of Laughable Hollywood Neuroticism,” writing
that she “might have just gone over the edge.” (The gluten-free market in 2020 is projected to reach $23.9 billion.) Star magazine calls GP the most hated celebrity the same week People names her mostbeautiful.
GP moves from London toLA.
With Stella McCartney, we launch five pieces for our first capsulecollaboration.
2014
Habib Sadeghi and Sherry Sami’s “Conscious Uncoupling” article crashes the site: Time to get a biggerserver.
Beyoncé donates shoes to the annual charity closet sale, which crashes the site: still haven’t upgraded to a biggerserver.
We officially hire our first guy,Kevin.
The first IRL goop pops up in the Brentwood Country Mart—for aweek.
2015
GP kicks us out of her barn when we hit fifteenemployees.
We get a second guy around the office. He becomes our second Kevin and our first in-house webdeveloper.
We write about Tikkun, one of our favorite Korean spas in LA, in a roundup. It remains the only time we’ve ever mentioned vaginal steaming on thesite.
2016
Our first clean skin-care line hits theshop.
Our #bosslady is appointed CEO by theboard.
HQ officially moves from NYC toLA.
G. Label arrives on goop.com, and the Pattner Peak Lapel Blazer—named for employee No. 2, Britt Pattner—becomes an officestaple.
We include a $15,000 gold dildo in our first-ever sex issue. Noregrets.
We introduce our Edition 01 fragrance, Winter, crafted with perfumer Douglas Little. #altfragrance
2017
Our first wellness symposium, In goop Health, debuts in LA. It’s the best day. (B12 shots in the ass forall!)
Earth to Gwyneth: The first issue of goop magazine hitsnewsstands.
We hire our one hundredth employee. His name is…Kevin. (Hi,KevinD!)
Our annual holiday gift guides debut our goop x Christian Louboutin baby shoes. If we could go back in time and rewrite their caption, we would: These expensive, these is redbottoms.
2018
Our CFO, Erica Moore, leads the team in ringing Nasdaq’s closing bell in TimesSquare.
We announce shipping to Canada in an email to our Canadian subscribers. This is also when we learn that using an “eh” as a joke is…not that funny toCanadians.
Our first line of furniture, a real labor of love, launches withCB2.
We bring a fourth Kevin into thefold.
goop gets an IT department: Two guys and a Yorkie.
We get our first official copy chief, Aura. She is the light of ourlives.
We launch our first podcast, with a very special inauguralguest:
OPRAHHHHHHHHH.
We’re back in London for our first international pop-up—and we like it so much we make itpermanent.
We open a goop Lab in New York City: Visit us in SoHo at 25 BondStreet.
Our first-ever in-house counsel, Virginia, has her first day. She has EWE (Elle Woods Energy). We don’t remember what life was like beforeher.
goop staffer Baskin Johns makes her SNL debut. #angrysugar
2019
We did a lot of glowing up in 2019: goop Beauty introduced an overnight glow peel, a pore-refining tonic, a body luminizer, and a few other hardworking skin-care heroes to top shelveseverywhere.
Our HQ moves into a real office—which means 1) we don’t need to wear waterproof shoes when it rains, and 2) there’s kombucha ontap.
Pepper Potts wears G. Label to the Avengerspremiere.
Hello, goopfellas: We launch our monthly men’s newsletter, plus G.Label for theguys.
The goop Podcast passes 30 million downloads. Thanks forlistening!
2020
Our Netflix show, The goop Lab, is available to binge.
Stay tuned to see what’s next forus.
