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GOOP Snapshot
We are an irreplaceable provocateur in the cause for good.
We are optimists.
We live each day trusting that what lies ahead will be greater because of the lessons of the past. We believe that people are primarily good and, when gifted with awareness and tools, inclined to move out of shadow into light.
Change is required for growth.
We are evolving and improving constantly—never stuck; always moving, adapting, and learning. This doesn’t mean that we abandon what’s good for what’s new; we simply pull what’s essential forward. Change is hard, requiring patience, tolerance, and love.
Choice is a primary lever of self-improvement.
We believe we have more control in how we express our health than we currently understand. We explore both ancient and cutting-edge approaches, technologies, and methods to enhance our well-being and that of those we love. We want to understand all our options—and when we don’t like our choices, we advocate to change them.
We make long-term investments.
Objects have energy. We choose fewer, finer things—idealized versions of essentials that are built to endure. We believe that what we own and bring into our lives reflects our values, that quality always trumps quantity, and that what we buy today predicts the viability of tomorrow.
Everything can be beautiful.
Beauty is the sign of a maker. Even the most humble of items—a simple T-shirt, a soap dish, a dinner plate—should telegraph its qualities and justify its existence in your life.
We want to know all the things.
When we know, we can do better. We’re not afraid of asking questions, of stepping into the unknown and starting hard conversations.We’re willing to be uncomfortable on the path to awareness.
We will never sacrifice our health.
Clean and nontoxic can absolutely be synonymous with efficacious and luxurious: Living in this way is a process and does not require perfection, but we want to choose the trade-offs and not be victims of industry.
Beauty is the meaning-making of life.
No one can survive without beauty in their lives, the ideal being simplicity, peace, something that stirs mind, body, and spirit. It’s the filter that defines good. It is our organizing principle.
We are optimists.
We live each day trusting that what lies ahead will be greater because of the lessons of the past. We believe that people are primarily good and, when gifted with awareness and tools, inclined to move out of shadow into light.
Change is required for growth.
We are evolving and improving constantly—never stuck; always moving, adapting, and learning. This doesn’t mean that we abandon what’s good for what’s new; we simply pull what’s essential forward. Change is hard, requiring patience, tolerance, and love.
Choice is a primary lever of self-improvement.
We believe we have more control in how we express our health than we currently understand. We explore both ancient and cutting-edge approaches, technologies, and methods to enhance our well-being and that of those we love. We want to understand all our options—and when we don’t like our choices, we advocate to change them.
We make long-term investments.
Objects have energy. We choose fewer, finer things—idealized versions of essentials that are built to endure. We believe that what we own and bring into our lives reflects our values, that quality always trumps quantity, and that what we buy today predicts the viability of tomorrow.
Everything can be beautiful.
Beauty is the sign of a maker. Even the most humble of items—a simple T-shirt, a soap dish, a dinner plate—should telegraph its qualities and justify its existence in your life.
We want to know all the things.
When we know, we can do better. We’re not afraid of asking questions, of stepping into the unknown and starting hard conversations.We’re willing to be uncomfortable on the path to awareness.
We will never sacrifice our health.
Clean and nontoxic can absolutely be synonymous with efficacious and luxurious: Living in this way is a process and does not require perfection, but we want to choose the trade-offs and not be victims of industry.
Beauty is the meaning-making of life.
No one can survive without beauty in their lives, the ideal being simplicity, peace, something that stirs mind, body, and spirit. It’s the filter that defines good. It is our organizing principle.
goop is a lifestyle brand with its roots in content across key pillars: wellness, beauty, food, style, and travel. Within those pillars, goop curates and sells a tightly edited array of products and makes its own goods in beauty, fashion, and wellness. goop launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter. Paltrow wanted to share her unbiased travel recommendations, health-centric recipes, and shopping discoveries, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. goop continues to be a place for Paltrow, now the company’s CEO, to introduce readers to incredible experts who have mentored her throughout her life, along with new ideas about where to shop, eat, and stay, plus clean recipes.
