Who Is the goop Girl? A Coast-to-Coast Style Study

Our first-ever pop-up opened at the Brentwood Country Mart in 2015, and since then, we’ve expanded to multiple (much-loved) locations across the country. Since each brick-and-mortar has its own distinct personality, we thought it would be fun to zoom in on the style, vibe, and general MO of our regulars in each town.

Miramar

The vibe: Slow living.
Her MO: Like this dreamy spot tucked inside the Rosewood Miramar, she embodies (and embraces) all things sensory and social. Whether a local or a hotel guest, she’s easing into the idyllic rhythm of this coastal California town: foggy mornings revolve around coffee, the kids and a workout, before a day spent by (or on) the water, hiking to new locales, or exploring Lotusland. Evenings are kicked off with an espresso martini at the beach bar, before dinner at Lucky’s or Tre Lune.
Her look: Elevated California style. Cool mornings and nights call for a sumptuous cashmere sweater to drape over her shoulders, and chic day-to-evening dresses for every occasion in between.
The edit: Skin care, sunscreen, swimwear, and sunglasses are top of mind—and shopping lists.
The playlist: French café.

Marin

The vibe: Earthy but elevated.
Her MO: Intentional, understated, and outdoorsy, she starts her day early with a class at Mighty Pilates, before swinging by Sunlife Organics for a protein smoothie or Rustic for an iced latte. She’s active, often hiking Mount Tam or paddleboarding in Sausalito before heading to an afternoon meeting or a playdate with the little one. She’ll pop into the store with an eye on GWYN for chic separates, before closing out the day with an early girls’ dinner at Farmshop or a casual family night at Souvla.
Her beauty regimen: She’s deeply invested in her skin-care routine—always layering, testing, and refining, with a mix of goop beauty, Bader, Monastery, and Vintner’s.
Her look: Denim, effortless dresses, cozy cardigans, and refined athleisure paired with Birkenstocks or A. Emery sandals.
Her jewelry signature: All things gleamy and stacked.
Favorite way to wind down the day: With a glass of wine at the playground, where the kiddos have their own social hour.

Mauna Lani

The vibe: Island time.
Her MO: Unplugged and beach-bound, she’s on a long-awaited getaway with her family, friends, or significant other and looking forward to long, languid days in the sand and plenty of beach-to-bar evenings. She has a Hona Mana cocktail in hand and is up for anything — it is vacation after all.
The edit: Plenty of OOO style inspiration—easy one and-done dresses, wear-everywhere sandals, woven beach totes, sleek shades...
The occasion: Anniversaries, birthdays, and other celebratory milestones give her the perfect excuse to choose a new favorite piece from the jewelry case.

Lido

The vibe: Laid-back luxury.
Her MO: She’s either a local whose boat-to-beach lifestyle epitomizes the SoCal state of mind or a tourist on vacation, excited to shop goop Beauty and dressed for lunch at Zinque or Malibu Farm right after. She often pops in with her daughters in tow, who all have Cloud Foam Matchas from LaLaLand in hand and make a beeline for the Saie.
The edit: GWYN’s signature cardigan over a flowy dress for hosting or lunch with her daughters and friends and easy separates and cool-girl denim for down days.
The beauty essential: She’s a Microderm devotee.
Her favorite accessory: A crossbody bag from Clare V.

Sag Harbor

The vibe: Hamptons chic.
Her MO: She’s out east for the summer and her schedule is full—coffee and Tracy Anderson in the morning, followed by beach picnics and bike rides to the farm stand before golden-hour cocktails and dinner at Sag Harbor Tavern or Tutto il Giorno.
The edit: Boat-to-beach essentials include airy linen separates and sets and staples like GWYN’s Olivia Polo.
Her look: It’s all about polished prep—an oversize GWYN Jules, Lennon, or Lee knit with crisp white denim, Birks, and a Foundrae-centric stack.
Best-kept secret: Her “skin-care graveyard drawer,” stocked with excess inventory she keeps on hand for guests who realize they’ve left an essential at home.

Aspen

The vibe: Cowboy cool.
Her MO: Whether a local or a tourist, she’s ready to throw on a cowboy hat and lean into the romance of the American West. This upscale Colorado haven warrants plush cashmere layers, great denim, and chic outerwear for wandering around town before grabbing an early martini at J-Bar.
The VIP: Dogs are a very important part of the shopping experience here. Some days, the shop sees as many pups as people.
The evening look: For evening soirees at the Caribou Club, expect suede, fringe, and a plethora of early-aughts-style going-out tops.
The edit: Crisp mountain air calls for GWYN’s luxe layering pieces and ample amounts of hydration-focused skin care.
Must-have accessory: Boots, particularly from Partlow. Loafers and Birkenstocks are best left at home.

Brentwood

The vibe: The OG goop girl.
Her MO: She’s cool, cultivated, and completely dialed in—and she’s also well-versed in all things goop, having been with the store since its pop-up days, when it was still something of a well-kept secret. Her mornings start at Tracy Anderson, her afternoons balance creative work and family life, and her weekends are spent between canyon homes and Malibu escapes. There is an unspoken expectation that her clothes, her skin care, and her schedule (even a quick stop at Frida’s) must move with her.
Her style: Her accessories do most of the talking—a Birkin bag and a diamond necklace she never takes off punctuate every outfit.
The edit: GWYN dresses for long weekends, easy trousers for every day, effortless denim, swimwear that doubles as styling pieces, and a full range of beauty and wellness that cater to her rituals and regimens.

Bond Street

The vibe: Citified sleek.
Her MO: She’s confident, career-oriented, and something of a social butterfly. This downtown darling is always on the hunt for multifaceted looks that will take her from the office to martinis at Jean’s before taking in a show at the Public Theater.
Signature scent: A necessary reprieve from the city’s sensory overwhelm, The Maker’s Rose Room or Gardener candle is usually burning and one of the first thing she notices when she steps in the store, before snapping up multiples for hostess gifts, birthday presents, and the like.
The look: Downtown cool with uptown panache. Think dressed-up denim or directional slacks paired with a GWYN cashmere sweater. Plus, finishing touches that make all the difference.
The edit: Skin-care devices, plenty of versatile blazers, and a full arsenal of goop Beauty.

This Weekend Only: The goop Farmers’ Market

This weekend, we’re popping up with a special goop farmers’ market in Montecito, Newport Beach, and Brentwood in honor of our newest goop Beauty launch. Swing by and say hi: We’ll have some fun gifts and surprises, and the first 50 guests will get a full-size bottle of the new product—free.

Friday, May 1, 9 a.m. to 2 p.m.
Montecito Country Mart
1016 Coast Village Road, Montecito

Saturday, May 2, 9 a.m. to 2 p.m.
Lido Marina Village
3434 Via Lido, Newport Beach

Sunday, May 3, 9 a.m. to 2 p.m.
Brentwood Farmers’ Market
S. Gretna Green Way, LA