Goop, the lifestyle brand founded by Gwyneth Paltrow, is entering its first full-scale retail partnership by selling select products at Sephora. While Goop initially had been available exclusively at its own stores, on Goop.com and at some independent beauty shops, the company went live on Sephora.com on Jan. 7 with nine wellness products. Starting Feb. 28, Goop’s skincare line will be sold at select Sephora stores across North America.
The Goop beauty products will be in 100 Sephora stores by the end of 2020, and its Detox and Goop Genes product collections will be added to the assortment this summer. Sephora currently has more than 490 stores throughout North and South America, in addition to more than 660 smaller-format shops inside JCPenney department stores.
In 2017, Goop partnered with Nordstrom as part of the department store’s ongoing “[email protected]” series of themed and curated pop-up shops. These shops typically operate anywhere between four and six weeks.
Goop continues to seek out new growth channels, with the company saying its annual revenue doubled in 2018. As of Dec. 27, 2019, it said sales within its stores, which include a space on Filmore Street in San Francisco, were up more than 200% year-over-year. In March, the company closed a $50 million Series C round, bringing its total outside investment to $82 million. Goop’s most recent public valuation is for $250 million.
The news comes a week before Paltrow is scheduled to deliver the closing keynote speech at NRF 2020 Vision: Retail’s Big Show, on Jan. 14. The actress is expected to share the story behind Goop’s origins as well as the company’s continued goal of scaling across lifestyle, health and wellness categories.
Paltrow launched the brand in 2008 out of her kitchen. Initially, Goop was a weekly newsletter discussing food and travel. The business went on to launch lines of beauty and wellness products, with some coming under scrutiny due to misleading claims about their benefits. The company now employs scientists and regulatory experts to verify claims made by third-party product manufacturers.
Beyond the Sephora partnership, Goop also is jumping into content via a partnership with Netflix. Netflix tweeted a (NSFW) teaser trailer for The Goop Lab, a six-part series launching Jan. 24, to be hosted by Paltrow and Goop COO Elise Loehnen. The series appears to acknowledge and lean into the backlash against the company, with wellness topics to be explored that include psychedelics, cold therapy, anti-aging, energy healing and psychics.