The queen of luxury… is selling her wares in the town square. Gwyneth Paltrow’s (in)famously pricey Goop brand now has a more affordable product line at Target and Amazon. Good Clean Goop has 14 beauty, skincare, and wellness products that range from $20 to $40. Compare that to Goop’s main beauty line, which features $150 peptide serum and $55 Himalayan salt shampoo. FYI: the company says Good Clean Goop won’t be sold on the OG site.
Supergoop: Goop’s ecomm site sells everything from gemstone heat therapy mats to caviar, and the company’s side hustles include a Netflix show and a ghost kitchen.
Jaded: While Goop’s valued at $250M, it isn’t profitable, media platform Puck said.
Aspirational spending on a budget… Goop said 64% of last year’s site sales came from its beauty line, and that its “more accessibly priced” products like $20 lip balms and $35 cleansers are top sellers. Budget skincare brands like The Ordinary and The Inkey List have gained more cultural cachet than drugstore staples. Goop wants to give thrifty shoppers an entry point to its brand at Target and Amazon, while the retailers want to offer premium products at budget prices. Target has done clothing collabs with designers like Missoni and opened hundreds of Ulta Beauty stores-in-stores.
Attainable luxury is a sweet spot… Customers have been trading down on brand names, from luxury bags to cereals, but they’re also trading up — when it’s within their budget. Goop’s made a name for itself with expensive quirky products. But if Goop wants to go mainstream, it’ll have to balance attainability with maintaining its aspirational status. Analysts say keeping the main line distinct from Good Clean Goop will be key to that.