In 2008, Gwyneth Paltrow launched goop from her kitchen as a homespun weekly newsletter. It’s grown a lot since then. They operate from a place of curiosity and nonjudgment, and they start hard conversations, crack open taboos, and look for connection and resonance everywhere they can find it. They don’t mind being the tip of the spear—in short, they go first so you don’t have to. They take a curious, open-minded, and service-centric approach to the work they do. They ask questions about all of it. They believe that people can take what serves them and leave what doesn’t. They recommend what they love and what they think is worthy of your time and wallet. They value your trust above all things. They do not believe that beauty products need to be toxic to them in order to be luxurious and effective and they have the clinical testing to prove it. They curate the best in clean beauty and also make their own line of glow-inducing skin care. They think it’s possible to build a great wardrobe from a handful of beautifully made essentials that will last for years. This is reflected in the styling stories they put together, their tightly curated fashion shop, and in G. Label, their fashion line that launches in monthly capsule collections. They have a tightly edited wellness shop of products vetted for efficacy by their in-house research scientists, and they’ve also created five vitamin and supplement protocols with doctors to cover all the bases.
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