Gwyneth Paltrow is taking over the world, guys. In a recent interview with BoF, the actress-turned-lifestyle guru, along with CEO Lisa Gersh (who was formerly CEO at Martha Stewart Omnimedia) announced their plans to merge commerce, advertising and digital media with a Goop-branded product line.
Founded in 2008 while Paltrow was living in London with Chris Martin (they are now “consciously uncoupled”), Goop was introduced as a simple weekly newsletter featuring recipes and lifestyle tips. Now, almost seven years later, the lifestyle site is a full-blown success story with a dozen employees and a cult following. In the past year, Gwyneth and co have introduced a new strategy, focusing heavily on a range of topics from fashion to relationships to wellness and even city guides.
In addition, the company has been jet setting around the country hosting pop-up shops in cities like Los Angeles, Dallas and Chicago and offering a curated selection of clothing, decor and beauty products to their Goop groupies. Among the selection of luxe goods, what they found was that customers were gravitating most toward their Goop-branded candle, created in collaboration with Murchison-Hume. In the interview, Paltrow recalls hearing women saying, “We don’t even care what the candle smells like, we just want that Goop product.” And with that, the idea for Goop-branded products was born.
Details on what products will be offered, price points and when the launch will occur is still under wraps, but we’ll be keeping an eye out for the latest news.
Any Goop fanatics out there? Would you shop Goop-branded products? Tell us in the comments!
(Photo via Layne Murdoch Jr. / Stringer, Alberto E. Rodriguez/Getty Images)