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Goop Launches New Affordable Wellness Line at Target and Amazon

good.clean.goop reflects Goop’s clean standards while being ‘super-effective.’

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By: Charlie Sternberg

Associate Editor

Gwyneth Paltrow’s lifestyle brand Goop is expanding into mass retailers Target and Amazon with a new 14-piece skincare and supplement line called good.clean.goop.
 
While Goop is famous for being luxurious and expensive, with skincare prices that can run as high as $150, each piece in the good.clean.goop collection retails for under $40.
 
According to the brand, the new products reflect its “strict clean standards—and they’re also super effective and a thrill to use every day.”
 
Products include The Daily Juice Cleanser, The Naked Elixir Body Oil, the Skinspiration Beauty Chews and more.
 
Goop originally launched its skincare line, Goop by Juice Beauty, in 2016. Earlier this year, Goop expanded into color cosmetics for the first time with Goop Beauty Colorblur Glow Balms.
 
“We have seen in the past that certain SKUs that we sell that are more accessibly priced, like lip balm or our jelly cleanser, do really well. The appetite for lower-priced products is certainly there,” Paltrow told Fast Company.
 
The hope is that expanding into Target and Amazon will expand the brand’s reach and introduce it to an entirely new cohort of shoppers.

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