Stefanie Keenan/Getty Images for good.clean.goop
- Gwyneth Paltrow’s Goop is phasing out its less expensive beauty offering, Good Clean Goop.
- Launched in 2023, the line was sold at Target and on Amazon.
- Goop has undergone a number of pivots since its founding in 2008.
Things aren’t so good for Good Clean Goop.
Less than two years after it launched, Good Clean Goop — the accessible product line from Gwyneth Paltrow’s lifestyle brand — is shutting down, a company spokesperson confirmed.
Target, the line’s exclusive brick-and-mortar retailer, ended its partnership with the brand earlier this year. Both the retailer and Goop declined to provide further details about the line’s performance.
The line launched in 2023 at Target and on Amazon, and boasted about a dozen products, all under $40 — a far cry from the costly products, like a $150 peptide serum, that Goop had become known for.
“I’m so excited for more people who are curious about clean beauty — or who simply appreciate a quality cream or a hardworking cleanser — to be able to try our new line of essentials,” Paltrow said in a statement ahead of the line’s launch.
Some products remain available for purchase on Amazon, though more than half are discounted.
“Good.clean.goop introduced many new customers to the goop brand,” a Goop spokesperson said in a statement. They described it as “part of a broader strategic shift, focusing on its core business and upcoming initiatives where we’re seeing significant momentum.”
There were signs that the line struggled to gain traction.
Last year, Puck reported that Good Clean Goop was in the bottom 15% of beauty brands at Target, and two former Goop employees told Business Insider that they expected the partnership to end in early 2025. The brand’s Instagram profile has not posted since October 2024.
In June, Goop attempted another strategy to reach the masses: partnering with Ulta Beauty to sell its primary beauty line, Goop Beauty, both on Ulta.com and in 800 stores. Paltrow told WWD last month that beauty was the brand’s primary revenue driver.
Since its 2008 founding, Goop, which has raised about $140 million according to PitchBook, has made several pivots.
Goop launched as a media company, though it has since made significant cuts to its editorial staff and folded its magazine. The brand tried its hand at developing books and TV shows, including a Netflix docuseries, but hasn’t released any such projects since 2023. A push into the wellness space with a supplement regimen, which the company said generated $100,000 in sales in one day in 2017, did not last, and other initiatives, like the cruise Goop at Sea, have also shut down.
In 2024, the company underwent two rounds of layoffs and remained unprofitable, as Business Insider previously reported.
Last year, Goop said that it would focus on beauty, fashion, and food moving forward.
