Gwyneth Paltrow’s Brand Goop is Headed to Sephora

Actress Gwyneth Paltrow’s wellness brand Goop is coming to Sephora this week. Goop announced this week that it has teamed up with Sephora in a brick-and-mortar partnership.

On Tuesday, Goop’s wellness products will go live for sale on Sephora’s website. Then on Feb. 28, Goop’s skin care line will be sold at select Sephora stores across North America.

The companies have said other Goop products will launch at Sephora in the coming months.

This is the very first time that Goop has partnered with another retailer to sell items like its vitamin chews and body scrubs..

“I’ve always thought of Sephora as a real innovator in the beauty space,” Paltrow told CNBC’s Julia Boorstin on Monday.
“We’ve been wrestling with the idea of if we should have a wholesale partner or if we should keep it all direct to consumer. And I think that when the Sephora opportunity presented itself it was just too good of an opportunity to reach a new customer…”

Sephora currently has more than 490 stores throughout the Americas, in addition to over 660 smaller-format shops inside certain J.C. Penney department stores.

“We have carved out a unique territory in the beauty space,” Erin Cotter, the general manager of beauty and wellness at Goop, stated.

LVMH-owned Sephora is creating “an exciting new category of business for the modern consumer who is looking for beauty that fits in their wellness-oriented lifestyle,” said Cotter.

“I think when we were a little start-up and we didn’t know about claims and regulatory issues, we made a few mistakes back in the early days,” Paltrow also said this week. “I think to generalize and say there has been controversy around us, I don’t think is quite fair. … We really are just trying to move culture forward, especially as it comes to women.”

Goop’s most recent public valuation is for $250 million.