Goop and Gwyneth Paltrow are focusing on beauty and food

Goop, the holistic brand founded by Gwyneth Paltrow in 2008, which has often made headlines for its provocative and borderline pseudo-scientific products, is undergoing a major restructuring that will focus on 3 key areas and reduce its workforce by 18%.

Goop grows and refines its focus

It's not surprising. Over time, Goop expanded and sold products across various categories, including body and mind wellness, home, travel, fashion, food, beauty, and sexual health. This broad range of sectors was perhaps too extensive, preventing the brand from growing as it intended. Now, however, it wants to sharpen its focus, concentrating solely on fashion, beauty, and food. The brand announced this shift, adding that revenue increased in 2023 and is projected to grow further in 2024, although no exact figures were provided. In particular, beauty revenue reportedly grew by 40% and fashion by 51%.

Goop beauty: what are the key products?

Recently launched by Goop Beauty is a mascara. Another recent addition is the good.clean.goop line, offering skincare products priced under $40, available on Amazon and Target. In a July interview with WWD, Gwyneth Paltrow said, "It’s been a steep learning curve. It’s a totally different business, but it’s been fun. There’s always work to be done; we still have a brand to build." Goop also recently opened a new store in the Bay Area at Marin Country Mart in Larkspur, California. It’s their sixth store, but the first to feature an in-store treatment room. Goop Kitchen, the home meal delivery service, is also thriving, having just raised $15 million in funds, bringing its valuation to $90 million.

Gwyneth Paltrow will remain CEO, but...

As Goop refines its efforts, investments, and product categories, the internal organization is also evolving. Paltrow will remain as CEO overseeing the business, but the company will shift to a structure led by two general managers, each managing teams beneath them. Goop Kitchen will also have a new operating structure to streamline its focus on the food business. This restructuring, aimed at eliminating redundancies and improving strategic organization, has unfortunately led to layoffs across various departments. The newsletter, brand partnerships, live events, and the podcast will continue as part of the Goop brand.