When it comes to viral votives and over-the-top gift guides, few brands can hold a (vagina-scented) candle to Goop.
But on Sunday, the Gwyneth Paltrow-helmed lifestyle brand expanded beyond its luxury roots, dropping Good.clean.goop — a more budget-friendly wellness line sold at both Target and Amazon.
“I am thinking about just being able to reach more people,” the actress-turned-mogul told Bustle last week of the new, entirely under-$40 brand, which she said has been years in the making.
“Maybe 10 years ago, we were like, “Wouldn’t it be so cool if we could do a line that would show up in Target?” added the Oscar winner, who said she’s been “spending a lot of more time” in the megastore lately “just looking at the breadth of what’s available.”
Body Smoothing Replenishing Cream
But while she might be reaching for a literal new target audience with her new line, the star says she and Goop are still following “our own internal dos and don’ts” for clean-branded products.
“We ban thousands of ingredients from both what we make and what we sell on the site from a multi-brand perspective,” she told the magazine.
Among the latest brand’s offerings? Body-care buys like the Body Facial Exfoliating Scrub ($30), Body Smoothing Replenishing Cream ($30) — to “improve skin tone and smooth the appearance of lines and wrinkles,” per the site — and Naked Elixir Body Oil ($30), the latter designed to boost both radiance and hydration.
Like its higher-priced predecessor, Goop Beauty, the line is also filled with skincare standbys like the Nutrient-Rich Daily Moisturizer ($30), Daily Juice Facial Cleanser ($20) and Wide Awake Eye Serum ($25) that claims to help “visibly smooth lines and wrinkles.”
Should you prefer to give your tresses the Goop treatment instead, there’s also a new haircare product: Powerscrub Scalp Detox ($30), an exfoliating shampoo for fighting buildup and excess oil.
With the new line dropping right before the holiday season, perhaps the more stocking stuffer-priced products will soon appear in Goop’s buzzy annual gift guide.