What Goop does

Goop, Inc. is a privately held, multi-platform lifestyle brand founded in 2008 by Gwyneth Paltrow and headquartered in the Los Angeles / San Francisco Bay Area. The company operates goop.com as a direct-to-consumer e-commerce storefront combining proprietary sub-brands—Goop Beauty (clean skincare, haircare, fragrance, body care) and GWYN (women's apparel formerly branded G. Label, made in Italy)—with a curated marketplace of third-party premium fashion, beauty, and home labels including House of Dagmar, Toteme, Bernadette, Róhe, Le Prunier, and Tower 28. Revenue is generated through one-time product sales, brand licensing, and content monetization across goop.com editorial, a print magazine, The Goop Podcast, and prior Netflix shows, with editorial and celebrity presence acting as the primary top-of-funnel acquisition channel.

Beyond e-commerce, Goop has extended into adjacent verticals through wholly-owned subsidiaries. goop Kitchen operates a delivery-only ghost kitchen restaurant concept, with new locations such as the Oakland Longfellow site opened in June 2026. In 2025 the company launched Moments Of Space, an AI-powered meditation and spiritual wellness mobile app. Distribution is concentrated in the US and Canada, with shipping policies (free ground over $50, CAD $20 flat rate to Canada) and a 30-day return window with $10 restocking fee structuring basket economics. Goop is valued at $250 million following a Series C round in 2026, has 101-250 employees, and is primarily owned and controlled by founder Gwyneth Paltrow.

The technology stack is built around Shopify for commerce, an AI performance marketing integration with Adora (delivering 117% higher return on ad spend and 5x faster campaign production), and the AI-powered Moments Of Space app. The company pursues strategic co-development partnerships (Avocado mattresses at $22K-$58K, Ruggable, CB2, Heretic Parfum) to extend category reach without vertical manufacturing. Customer segments target affluent wellness-conscious consumers and clean beauty enthusiasts in North America, with marketing driven by celebrity founder presence, organic social across Instagram/TikTok/Pinterest, email newsletters, podcasting, and AI-optimized paid advertising.

Name

Goop

Legal name

Goop, Inc.

Website

https://goop.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Goop is a privately held lifestyle brand founded by Gwyneth Paltrow in 2008, operating a direct-to-consumer e-commerce platform across beauty (Goop Beauty), apparel (GWYN), curated third-party fashion, restaurant delivery (Goop Kitchen), and AI-powered wellness content and apps, serving affluent wellness-conscious consumers in the US and Canada.

Ownership category

akta.pro rank

Product category

Lifestyle E-commerce

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Denim & Casualwear Specialty Retail (CRAAABAN)

Keywords

• Lifestyle e-commerce
• Clean beauty products
• Wellness content media
• Premium apparel brand
• Ghost kitchen restaurant

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of curated fashion, beauty, wellness, and home products through goop.com. Includes proprietary Goop Beauty line, Gwyn (formerly G. Label) clothing line, and third-party brand partnerships.
2. Brand Licensing and Content: Multi-platform brand encompassing website, print magazine, podcast, and Netflix shows. Revenue derived from content licensing and brand partnerships.
3. Goop Kitchen: Delivery-only ghost kitchen locations serving clean, wellness-focused food. Physical retail expansion with restaurant locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Goop is a direct-to-consumer lifestyle brand that sells curated premium fashion, beauty, wellness, and home products through goop.com. The company operates both proprietary product lines (Goop Beauty, GWYN apparel, Goop Kitchen) and a curated selection of third-party brands, complemented by editorial content, a branded podcast, and a wellness mobile application.

Product overview

Goop is a multi-platform lifestyle brand founded by Gwyneth Paltrow in 2008, operating as a direct-to-consumer e-commerce platform and content media company. The core offering spans four main pillars: Goop Beauty (clean beauty products and skincare), GWYN (women's apparel designed with Gwyneth Paltrow), Goop Kitchen (restaurant delivery service), and Goop Editorial (wellness, travel, and lifestyle content). The company also offers the AI-powered Moments Of Space wellness app and the Goop Podcast. Goop functions as both a curated multi-brand marketplace featuring third-party fashion and beauty labels, and as a brand owner of proprietary product lines, including Goop Beauty and GWYN apparel. The company is valued at approximately $250 million following Series C funding and generates revenue through e-commerce sales, content licensing, and strategic brand partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• GWYN (formerly G. Label): GWYN makes clothing for dynamic women who do it all. It is thoughtfully designed in close collaboration with Gwyneth, whose inimitable taste shapes every collection, and made in Italy from exceptional materials.
• goop Beauty

Products and services

• Goop Beauty Proprietary clean beauty sub-brand offering skincare, haircare, fragrance, body care, and cosmetic products positioned around non-toxic, wellness-oriented formulations. Includes curated sets and bundles such as The Brighter Morning Kit, Gwyneth's Travel Toolkit, The Youth-Boost Duo, and The goop Face.
• GWYN (formerly G. Label) Women's clothing line designed in close collaboration with founder Gwyneth Paltrow, made in Italy from premium materials. Collection includes dresses, tops, sweaters, trousers, skirts, and outerwear for women.
• Goop Kitchen Delivery-only restaurant brand operating ghost kitchens serving clean, wellness-focused food. Operates through delivery within existing kitchen facilities across multiple locations.
• Moments Of Space App AI-powered wellness and meditation mobile application offering personalized meditation, mindfulness, and spiritual wellness content to consumers seeking mental and emotional health tools.
• The Goop Podcast Goop's branded podcast featuring interviews, wellness discussions, and celebrity conversations including notable guests such as Esther Perel. Distributed via Spotify and other podcast platforms.
• Goop Editorial Multi-category editorial content platform covering wellness, beauty, fashion, home, and travel topics, with category-specific shop sections such as the Clean Beauty Shop, The Skin Care Shop, The Summer Beauty Shop, The Suncare Shop, The Getaway Shop, and The Everything Shower Edit.

Quantifiable outcome

• 117% higher return on ad spend using AI marketing platform
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• AdoracoreTechnology or Integration · 11 March 2026Goop partnered with AI performance marketing platform Adora to deliver personalized advertising experiences across beauty, food, and fashion verticals. Initial campaigns achieved 117% higher return on ad spend and fivefold reduction in campaign production timelines. The partnership helps Goop scale marketing capacity as it approaches its 20th anniversary.
• AvocadominorStrategic or Co-development Partner · 4 November 2024Avocado, an organic mattress manufacturer, partnered with Goop to launch a luxury bespoke bed collection priced between $22,000 and $58,000. The mattresses are handcrafted by twelve craftsmen over three weeks using sustainable materials from Avocado's own farms in India and wood from Oregon. Customers can customize through virtual showroom appointments with a Sleep Concierge.
• Heretic ParfumminorStrategic or Co-development Partner · 1 November 2022Heretic Parfum founder Douglas Little partnered with Gwyneth Paltrow's Goop to create the viral 'This Smells Like My Vagina' botanical candle, which sold out repeatedly following its November limited release. The candle sparked cultural conversation around female sexuality and empowerment.
• Celebrity CruisesminorGTM or Marketing PartnerPartnership involving Gwyneth Paltrow and Celebrity Cruises for cruise ship experiences. Details are limited but suggests co-marketing relationship for luxury wellness cruise experiences.
• RuggableminorStrategic or Co-development PartnerGoop x Ruggable capsule collection exploring Spanish Revival and Indian dhurrie patterns, priced $119-$1,079. Home design collaboration bringing exclusive designs to the Ruggable brand.
• CB2minorStrategic or Co-development PartnerGoop x CB2 collaboration collection. CB2 is Crate & Barrel's modern design-focused subsidiary.
• Wyndham Hotels & ResortsminorGTM or Marketing PartnerBoth Goop and Wyndham Hotels & Resorts partnered with AI platform Adora, though not directly with each other. Both companies use Adora to scale marketing campaigns.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Glossier: Direct-to-consumer clean beauty and skincare brand that built a multi-category lifestyle platform around community and editorial content, closely paralleling Goop's content-led commerce model.
• Credo Beauty: Multi-brand clean beauty retailer with strict ingredient standards and a curated marketplace, highly comparable to Goop's clean beauty marketplace approach and ingredient-transparency positioning.
• The Honest Company: Celebrity-founded (Jessica Alba) clean lifestyle brand spanning beauty, baby, and home products; directly comparable to Goop in founder-driven, clean-ingredient DTC positioning.
• Violet Grey: Premium beauty curation platform and marketplace backed by editorial content and 'The Violet Files'; closely matches Goop's curated third-party beauty strategy with a content-first discovery model.
• Beautycounter: Clean beauty brand with proprietary products, retail channels, and advocacy-driven marketing; comparable to Goop Beauty in proprietary clean beauty product line and mission-led positioning.
• Net-a-Porter: Luxury multi-brand fashion e-commerce platform with curated editorial content; closely parallels Goop's premium apparel marketplace plus editorial model, especially for GWYN and third-party fashion.
• Drunk Elephant: Clean, ingredient-focused skincare brand with proprietary formulations, comparable in positioning and pricing to Goop Beauty's clean skincare line; acquisition by Shiseido illustrates strategic value of clean beauty brands.
• Sakara Life: Premium clean wellness food and supplement brand targeting affluent wellness-conscious women; highly comparable to Goop Kitchen's clean food positioning and adjacent to Goop's wellness editorial.
• Tata Harper: Luxury clean beauty brand with farm-based, non-toxic formulations sold DTC; comparable to Goop Beauty in ultra-premium clean beauty positioning and ingredient-transparency ethos.

Broad incumbents

• Sephora: Global multi-brand beauty retailer carrying many of the same clean beauty brands Goop curates; represents the broad incumbent that Goop's marketplace and proprietary brands compete against for premium beauty share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/goop
• Facebookfacebook.com/goop
• Instagraminstagram.com/goop
• TikToktiktok.com/@goop?lang=en
• Pinterestpinterest.com/goop
• Xx.com/Goop
• LinkedInlinkedin.com/company/goop-

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds6 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goop