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’re here.



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.


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-inducing skin 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 capsule collections.

We have a tightly edited wellness shop of products vetted for
efficacy by our in-house research scientists, and we’ve also
created five vitamin and supplement protocols with doctors to
cover all the bases.


On The goop Podcast, GP and our chief content officer, Elise Loehnen, 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
, and more.


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 of tableware.



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.


Meet Us IRL

We have permanent brick-and-mortar stores in New York,
LA, San Francisco, and London; a sundries shop in
Montecito; and a constantly rotating assortment of pop-
ups across the globe. There, you can shop, of course, and
you can also join our events—everything from clean beauty
master classes to mind-expanding energy readings. And a
few times a year, we host our wellness summit, In goop
Health, which is a day devoted to bringing all things goop
to life.

see all stores



Computer scientist Ray Tomlinson uses the @ sign to send himself an email.


GP is born.


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 to visit.


After a lot of research and testing, GP bakes a dairy-free, gluten-free, sugar-free muffin for her dad. He gives her constructive feedback:

“It’s like biting into The New York Times.”


GP does the Master Cleanse—her first. (Wouldn’t recommend.) She also tries a macrobiotic diet for the first time.


GP’s cupping marks, photographed at the Anchorman premiere, cause a…stir. (Michael Phelps took note.)


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 it is.

GP meets Dr. Junger, and we get with the Clean Program.


Our first newsletter is sent to 10,377 subscribers. It features recipes for Turkey Ragu and Banana-Nut Muffins.


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 her Blackberry.)


GP adds learning to meditate to her New Year’s resolutions. GP opens up about her experience with postpartum depression in a note introducing information about the disorder from a psychologist.


GP’s first cookbook, My Father’s Daughter, comes out and makes the New York Times bestseller list.

Our newsletter subscriber list hits 400,000.


We collaborate with Kain to design the T-shirt we’ve always wanted. (Yes, it costs $90.)


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,” writingthat 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 most beautiful.

GP moves from London to LA. goop stella McCartney collection With Stella McCartney, we launch five pieces for our first capsule collaboration.