We are a lifestyle brand with its roots in content across six key pillars: Wellness, Travel, Food, Beauty, Style, and Work; within those pillars, we curate and sell a tightly-edited array of products that adhere to our brand values, and we also make our own goods. We have created a luxurious, high-performance skincare line made from organic ingredients; a regimen-based vitamin program to address the acute needs of modern women; a gorgeous line of fragrances, crafted from entirely natural and powerful components; and a limited-edition range of fashion essentials, all made in Italy’s finest mills and factories.


Launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter, GP wanted a place to organize her unbiased travel recommendations, health-centric recipes, and shopping discoveries for friends, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. It has always been a place for GP to introduce some of the incredible experts who have mentored her throughout her life, and a place where readers can find suggestions about where to shop, eat, and stay from a trusted friend—not from an anonymous, crowd-sourced recommendation engine.


We believe that the little things count, that good food is the foundation of love and wellness, that the mind/body/spirit is inextricably linked and we have more control over how we express our health than we currently understand, that it’s better to buy fewer things that are better.

We know who we are; our words and actions are aligned; and we take a curious, unbiased, open-minded, and service-centric approach to the work we do. We test the waters so that you don’t have to. We will never recommend something that we don’t love, and think worthy of your time and your wallet. We value your trust above all things.


We are creating a new standard in beauty, one that we simply call “clean,” which you’ll see in action in our own beauty lines (goop by Juice Beauty skincare, goop Fragrance), the goop Clean Beauty Shop, and in our editorial stories. Clean, for us, is quite intense: It means a non-toxic product that is made without a long, ever-evolving list of ingredients linked to harmful health effects from hormone disruption, to cancer, to plain-old skin irritation. To name just a few: parabens, phthalates, PEGs, ethanolamines, chemical sunscreens, synthetic fragrance, BHT, BHA. We look at studies and decide what ingredients we can live with, and those we can’t. It can be a murky science, but we go with the clear offenders: Do you want antifreeze (propylene glycol) in your moisturizer? We’re going to guess no.


We believe that good, whole food is the cornerstone of health, and that the best 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 absent of common allergens, they are still hearty and nourishing. A vast majority are accessible for even insecure home cooks—they require minimal prep and shopping, and they appeal to everyone, including dudes and kids. Speaking of home cooks: The goop home shop is replete with essentials for a simple, but well kitchen, including prep tools, PFOA-free cookware, and a beautiful assortment of tabletop.


We don’t offer exhaustive coverage of fashion weeks from around the globe (though, always fun to look at). Instead, we focus on what you can wear in the day-to-day. We do a lot of outfitting ideas, to help you get out of the house fast, and we focus on the most wearable trends. Ultimately, we think that style should be both easy and effortless, and that often comes from buying fewer things that are better—because they last for multiple seasons, because they play nicely with others, because they hold their shape and form. We believe you can build a great, multi-faceted wardrobe from a handful of true essentials. This is reflected both in our editorial coverage, and also in the goop shop, where you will only find pieces that offer true mileage—in other words, they won’t haunt you from your closet, tags intact. This same ethos is behind goop Label, our limited-edition fashion line that launches in monthly capsule collections: These are pieces you’ll have and wear forever, made in Italy’s finest mills.


We’re all time and resource-strapped, which means that there’s no room in the itinerary for bad pizza and sad desk lunches. We traverse cities looking under every rock for the bucket-list meals, experiences, and shops that allow you to milk the f*&k out of every travel opportunity, whether it’s dinner at a Michelin-starred restaurant, or a quick bite at the taco truck down the street. We also recognize that not every trip is a vacation, which is why we also include kid-friendly hotels, coffee shops where you can perch and work, and shortcuts and services for maximizing your days. And because packing is a true art form, we typically always offer outfitting advice, i.e., how to stretch a small carry-on worth of essentials into a week’s worth of looks you’re happy to document on your iPhone.


We approach health and wellness from a place of unbiased and open-minded curiosity: In short, we want to get our own questions answered, with the idea that those same questions might be held by many of our readers. We work with incredible physicians, who trained at the best institutions, who publish in peer-reviewed journals, who persistently and aggressively maintain an open mind because they believe that science and knowledge evolves all the time to answer these questions. We are drawn to doctors who are interested in both Western and Eastern modalities and incorporate the best from both, as they generally believe that while traditional medicine can be really good at saving lives, functional medicine is more adept at tackling issues that are chronic. While you will find interviews on disease, you will also find plenty of stories about concepts that are more preventative: Many wellness themes, from ancient (yoga, cupping, and acupuncture) to emerging (gluten-free, conscious uncoupling) have found early boosts on goop—while initially derided, they’ve now become mainstream. This is primarily because the derision means that people begin to have conversations about them—they’ve examined them, laughed at them, looked deeper into them, adopted them, discarded them, perfected them. In 2017, we launched goop Wellness, four regimen-based vitamin programs developed with doctors to address the acute needs of modern women.


We believe that work/life balance is an outdated, BS concept that has put women and families in the unenviable position of complete overwhelm. Our work section redefines what that means, and encompasses everything that feels both mandatory and consuming, whether or not it happens within the confines of a 9-5. You will find career advice from women who are dominating their fields, advice on navigating potentially toxic work situations, tips for managing money and investments, as well as deep dives on parenthood and relationships, which typically requires the majority of our collective emotional energy. This section represents how we spend our days, in the new normal. We’ve also carved out a section on civics, because when you divorce politics from policy there are many bi-partisan issues that acutely affect women, children, and the planet.