Gwyneth Paltrow’s life company Goop is closing its affordable beauty brand, Good Clean Goop, about a year and a half after its debut.
The closeout was confirmed by a company representative, who followed the discontinuation of its high-end retail deal with Target earlier this year. Neither Target nor Goop released any information regarding the line’s sales.
In 2023, Good Clean Goop was launched as a less expensive version of Goop’s generally pricier beauty products. With products such as cleansers, creams, and serums all costing less than $40, the brand was a contrast to Goop’s high-end products, like its $150 peptide serum. At the time, Paltrow indicated she was thrilled that more consumers could experience “clean beauty” in the form of an affordable range that didn’t sacrifice quality.
While some Good Clean Goop products remain on Amazon, over half of the products are discounted. The company’s social media accounts also suggested difficulties, with its Instagram account posting last in October 2024. Sources reported that the line was performing poorly, being in the lowest 15% of Target’s beauty brands. Business Insider reported insiders to say they expected the partnership to be dissolved in early 2025.
Regardless of the shutdown, Goop highlighted the line’s contribution to driving the brand’s expansion. “Good.clean.goop introduced many new customers to the Goop brand,” company spokesperson stated, presenting the shutdown as part of a larger strategy to concentrate on core areas where the business is gaining more momentum.
Goop’s flagship beauty brand has since moved toward mass-market strategy through Ulta Beauty. In June, Goop revealed that Goop Beauty products would become available on Ulta.com and in 800 brick-and-mortar stores, a step Paltrow recently stated was key to the company’s future growth. She characterized beauty as the brand’s highest-grossing revenue stream.
Launched in 2008, Goop has had a long history of reinvention. It was first launched as a media business that would eventually branch out into wellness, supplements, television, and even travel, although several of those operations have since taken a back seat. The business has been hit with setbacks, such as repeated layoffs throughout 2024 and ongoing financial losses, but it is now set to concentrate on beauty, fashion, and food.
Good Clean Goop’s demise highlights the struggle even celebrity-endorsed brands encounter in the saturated beauty space. For Goop, the shift represents another realignment in its quest to maintain its high-end image while appealing to a wider audience.
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