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Goop is a company possessed by celebrity Gwyneth Paltrow. It was established as a "lifestyle brand" by Paltrow in September 2008, starting as a weekly e-mail publication providing new age advice, including "police your thoughts" & "eliminate white foods," along with the slogan "Nourish the Inner Aspect."
A lifestyle website was later on included, after which Goop expanded into e-commerce, introducing pop-up shops, collaborating with fashion brands, as well as holding a "wellness summit."
This is a lifestyle brand which consists of roots in content across six key pillars: Travel, Wellness, Food, Style, Beauty, and Work. Within these pillars, it curates and sells a tightly-edited variety of products which follow their brand values.
They've prepared luxurious, high-performance skincare series made out of organic and natural ingredients. Some of them are; a gorgeous collection of fragrances, crafted from entirely pure and powerful components; a limited-edition range of fashion essentials as well as a regimen-based vitamin program to address the acute needs of modern women. All the products are manufactured in Italy’s top-quality mills and factories.
By 2015, about two dozen people worked for Goop, & the company had somewhere around 60 employees in 2016. Later that year, Paltrow shifted the company's operations to Los Angeles from the UK.
Goop launched an e-commerce shop in 2012, which earned $1.5 million for Goop while in its initial year of operation. Goop almost doubled its revenues from 2014 to 2015, and repeatedly from 2015 to 2016. Some other celebrities were also influenced by Goop to launch their personal lifestyle websites.
In 2017, Goop entered into the vitamin products and supplements market. Paltrow initially got the idea to promote supplements soon after receiving a Myers' cocktail from Alejandro Junger in 2007. The vitamin supplements range sold more than $100,000 worth of product on its launch day. In April, Goop announced that they had signed an agreement with Condé Nast to launch a new print magazine under the name Goop, starting in September.
Goop additionally held its first wellness summit in June 2017, with more than 600 attendees. In September 2017, the company published its first installment of the quarterly Goop Magazine, showcasing Gwyneth Paltrow on the cover.
Goop generates revenues from advertising and marketing as well as sells a Goop-branded clothing line, perfume, and books.