Gwyneth Paltrow brings Goop to UK. Long before ‘wellness’ had become a buzzword for all things health and lifestyle related, there was Goop. Back when baths were a 10-minute bubbly soak rather than a detoxifying blend of essential oils, Gwyneth Paltrow started Goop as a weekly e-newsletter which has gone on to become a full lifestyle brand.

And she is bringing that brand to the UK.

Speaking to Vogue UK, Erin Cotter – Goop’s senior vice president of beauty – said: “The UK customer is incredibly sophisticated when it comes to beauty and wellness. Goop is the destination for the best curation of clean beauty and wellness products: all products have been tried and loved by our editors, merchants and GP herself.”

Goops’ European debut sees the launch of a pop-up shop in London’s Westbourne Grove, selling the brand’s products across skincare, supplements, apparel and fragrance.

Whilst Goop – and the entire wellness industry- has had its detractors, there’s no denying there is a customer base there.

Something that Goop keeps in mind when choosing their products.

Elise Loehnen – head of content for Goop editorial – said: “Our beauty and wellness assortment is incredibly tight – only products that meet the approval of the editors, buyers, and ultimately Gwyneth. We don’t carry everything, only the very best, which is what time-starved women crave. Products that deliver on their promises.”

“At its heart, Goop is a service brand: We really try to do the work for our readers and customers, we jump in first and test the water so she doesn’t have to”

Goop’s London pop-up shop is expected to remain open until the end of January 2019.

Gwyneth Paltrow brings Goop to UK