A decade ago, the Hollywood actress's reign began with a mailing list of helpful health, nutrition, stress management, and travel and style advice from Gwyneth. After a while, an online store and a full-fledged goop.com site opened with a blog about beauty, food, fashion and, most importantly, the path to finding happiness and balance. Despite a series of scandals surrounding articles about esoteric practices that appear on the site and Gwyneth's controversial statements, her business deserves attention as a reflection of the beauty reality and current trends in the beauty industry in the United States and Europe.
© Ekaterina Danilova
I first met Paltrow in Valencia six years ago at the launch event for the fragrance she had just been appointed as her face. Having crossed the 40-year mark, Gwyneth delighted the guests of the evening with her example: radiant skin, eyes glowing with happiness, a toned figure. Paltrow is the best advertisement for her wellness empire and, of course, the main engine of successful trade in everything under which her name stands. Then she talked about her beauty rules: training with Tracy Anderson every day for two hours, regular detox and only organic products and natural, "pure" cosmetics.
Goop is headquartered in Los Angeles, where the brand's first pop-up store was opened, and a permanent store in September 2017. The second has now temporarily settled in Dallas, in the prestigious Highland Park Village. Four years ago, at the same place, Gwyneth had already opened her temporary store with clothes and accessories. This time, in addition to a large selection of cosmetics, here you can find cookbooks (according to recipes from them, food is also prepared here), cleaning products, goods for children and for the home. On Mondays, customers receive free margarita (according to Paltrow's recipe, of course: for one part Cointreau - two parts tequila and part lime juice), and a couple of times a week they read tarot cards.
Gwyneth's global plans include world expansion. And this is the expected reality - recently several companies (including NEA, Lightspeed, Felix Capital) invested $ 82 million in Goop.Over the past two years, the company has tripled its annual revenue, which allowed it to expand its range of its own brand: the line of care for leather (developed jointly with the Juice Beauty brand), sportswear has recently been launched, and soon Paltrow promises to show an interior collection under his brand. And on June 9, Los Angeles will host the second wellness summit. Ticket prices range from $ 650 to $ 2,000 if you want to have lunch with the actress. In addition, for all the power of digitalization, last year the company signed an agreement with the American publishing house Condé Nast to publish the magazine of the same name, Goop.which is now published four times a year. The first cover, of course, was Gwyneth Paltrow.
You can have different attitudes towards the ideas and products promoted by Gwyneth. Shaman-charged stones for $ 85 and other esoteric things, to put it mildly, do not justify their price. But we must admit that Paltrow was one of the first to catch the wave of the Clean Beauty movement and became its leader (Gwyneth has published a book on this topic). According to the actress, she is constantly asking questions about what is included in the beauty products that we use, and who can be trusted. But the most important thing is what the health consequences might be.
Former beauty director of American Vogue Sarah Brown once joked that she no longer wants to take glasses in the shower to read labels. If you care about what exactly you put on your skin, and you do not want to overpay for the miracle ingredients that the manufacturer keeps secret, you are not alone. The beauty industry responded to the request and the Clean Beauty movement emerged. After the boom in popularity for organic food, the term organic began to be applied to cosmetics, special certificates and standards for production and formulations appeared.
© Ekaterina Danilova
The category of "safe" products began to grow, and everyone started talking about "natural" cosmetics. However, not all synthetic ingredients are harmful and not all organic products are beneficial. Should it be considered a natural product containing 90% natural ingredients? World standards vary. For example, 1,500 ingredients are banned for use in cosmetics in Europe, and only 30 in the US.
The "clean" products should not contain any officially harmful ingredients. In the first place is the safety of funds for the body. Among the enemies, for example, parabens, pesticides, phthalates, sulfates, artificial colors, potential carcinogens (certain preservatives such as BHT, 1,4-dioxane, formaldehyde), endocrine-affecting substances (avobenzone and oxybenzone in sunscreens with chemical filters), and also everything that is hidden under the word fragrances (again, shock - almost any substance can be designated this way, in the States there is no legislative regulation of this issue). Naturally, no animal testing. This is exactly what Paltrow is following when launching her products under the goop by Juice Beauty brand and the beauty buyers of her store, selecting only “pure” brands.
After closing in Dallas, the store will move to New York for the summer. Funds can also be ordered from goop.com (US and Canada shipping) or brand sites.
© Ekaterina Danilova
Bestsellers from goop by Juice Beauty
Exfoliating Instant Facial, $ 42
The mask, also available in travel format, cleanses, softens the skin and makes it glow thanks to alpha and beta hydroxy acids (do not forget about spf cream after using acid products, or better use them before bed) and vitamin B5 … The mask should be used two to three times a week, leaving it on clean skin for three minutes. For greater effect, you can massage your face directly on the mask.
Luminous Melting Cleanser, $ 90
In 2016, the brand received the prestigious Best of Beauty award from Allure magazine for this product. A mix of almond, olive and coconut oils along with shea and cocoa seed butter works in concert with jojoba and sunflower extracts. Make-up is removed gently while moisturizing the skin. Preheat the product in your hands, apply in a circular motion. In order not to carry dirt over the face, it makes sense to remove the product with a cloth soaked in water.
Replenishing Night Cream, $ 140
Once again, Allure magazine's Best of Beauty award winner, this time 2017. The nourishing cream promises to restore elasticity and healthy radiance of the skin, smooth out mimic wrinkles. The artillery of sandalwood nut oil, flax extract and hyaluronic acid will tighten and moisturize the driest skin. The cream saves especially well after chemical peels and aggressive procedures by a beautician.
© Ekaterina Danilova
Tata Harper Moisturizers & Facial Cleansers
Among the active ingredients in the bestselling Purifying Mask ($ 68) are white clay, willow bark extract, arnica and enzymes. They fight free radicals, make the skin soft and radiant, and are responsible for the detox effect. Most of the ingredients are sourced from her certified organic farm in Vermont. Farm-grown Hydrating Floral Essence ($ 68) can be applied directly over makeup throughout the day. The brand is also known for its high aloe vera content - a healing, soothing, anti-inflammatory ingredient suitable for all skin types. A frequent component of Tata Harper, including the cleansing mask, is the probiotic bifidobacteria lysate. It not only enhances skin immunity, but also regulates the pH balance, which is important for protecting the skin from pathogenic microorganisms.
Vintner's Daughter Serum, Active Botanical Serum, $ 185
Twenty-two active organic oils in one bottle. Winner of the 2018 American Glamor Beauty Award and actress Naomi Watts' favorite remedy. Phytoceramides rebuild the skin brick by brick, phytonutrients suppress inflammation, nutritional fatty acids and antioxidants stimulate cellular processes, enhancing elasticity, strengthening capillaries and reducing excess melanin production in the skin. In Dallas, the serum sold out in a week. The founder of the brand, April Garguilo, is a former winemaker and applied her knowledge to her whey oil. She attributes the success of the product to the naturalness of the composition, which she developed for two years. Ingredients include grape seed oil, bergamot peel oil, avocado oil, carrot seed oil, lavender and neroli oils, etc.
RMS Beauty Palette, POP Collection, $ 44
Bestsellers in a minimalistic case that fits easily into a jeans pocket. The most successful way to get acquainted with several brand products at one time. Two shades for lips and cheeks (lip2cheek) - pink and red, bronzer with buruti oil (can be used instead of eyeshadow), highlighter and vanilla balm for lips and skin. Rose-Marie Swift, a 35-year-old makeup artist (hence the name of the RMS brand), has developed the products herself and advises to boldly mix shades on the skin.
© Ekaterina Danilova
Eau de Parfum Goop, Eau de Parfum, Edition 03 - Incense, $ 55 and candle
The brand recently launched a new fragrance - Edition 04 - with notes of apricot, violet root and sandalwood, but one of the favorites is Edition 03, with incense. This scent can easily be worn with your boyfriend. Notes of juniper, black pepper, cardamom and cedar add a touch of masculinity and a crisp trail. The perfumer Douglas Little helps the Goop brand to develop the fragrances. Pair each scent with a candle.
Rodin Luxury Hair Oil, $ 70
It is known that oils are the trademark of the Rodin brand. Its founder, renowned stylist Linda Rodin, launched the brand more than ten years ago. The hair formula is based on apricot, almond, jojoba and sunflower seed oil. The famous hairdresser, master of damaged hair restoration and author of the book Bob Recine: Alchemy of Beauty Bob Rezin worked with Linda to create the formula (Lady Gaga's crazy hairstyles are often his work). The smell of neroli and rosemary stays on the hair all day long. Do not apply oil to the roots, step back into the palm of your hand, otherwise your hair will look greasy and messy. Two drops on your hair (or just the ends) or two to ten drops in your regular hair conditioner are enough.
© Ekaterina Danilova
Herbivore Botanicals Scrub, Coco Rose Body Polish, $ 36
The Seattle-based fashion brand has taken up shelves not only at Goop, but also at stores like Urban Outfitters, Antropologie and Sephora. In a sugar scrub, coconut and shea butter nourishes and gently exfoliates the most delicate skin. The scent of a rose in it is unobtrusive, and clay and oils from Moroccan rose extract effectively restore the skin. A separate five - for the stylish packaging, which other brands have already begun to copy.
Schmidt's Deodorant, Bergamot + Lime, $ 10
Finding a working organic deodorant is not easy. The founder of the brand, Jamie Schmidt from Portland, after an unsuccessful search, came to grips with the issue. No synthetic smell, aluminum and soda, only natural herbal ingredients. The brand is vegan certified. The citrus aroma eliminates the smell. The only negative is that it can leave white marks on black clothes and yellow marks on white clothes. Life hack: blot the deodorant with a napkin after application and do not rush to get dressed.
Goop Emotional Detox Bath Soak 'The Martini', $ 35
The novelty presented in Dallas looks like cane sugar. Epsom Salt Crystals, Himalayan Salt, Chia Seed Oils, and Valerian Root will work as well as a glass of martini if you need to recharge after a hard day. Half a glass of salt is enough for one bath time - dissolve it under running hot water. Spend at least 20 minutes with yourself. Gwyneth suggests meditating, reading, or listening to music. A glass of water before, during and after your bath will help enhance the drainage effect.
© Ekaterina Danilova
Paper Crane Apothecary, Chill Child Kid Calming Mist, $ 27
A mother of two, Paltrow swears that this mistress saved her even in desperate situations. Lavender, jasmine, rose, chamomile and geranium have a soothing effect on even the most restless. Behind the creation of this brand is actress, writer and model Zoe Taylor-Crane (also a certified professional), who believes in the power of crystals and plants. Adults benefit from the mist too, helping to cope with insomnia and transforming any bedroom into a spa.
Dry Massage Brush, The Organic Pharmacy, $ 15
The natural brush from the English brand, founded by the pharmacist Margot Marrone and her husband Francesco, is one of the most comfortable. Thanks to the long handle, it will help you reach hard-to-reach places on your back and legs. The brush not only removes dead skin cells, but also improves blood circulation, provides lymphatic drainage, and, with regular use, fights cellulite. Perform massage strictly on dry skin once or twice a day and always with smooth movements from the bottom up - this is how the lymph moves, from the feet to the chest. Start with a 3-minute massage, gradually increasing the duration. Apply a nourishing soothing cream after the procedure.
Rose Quartz Soothing Face-Massage Roller, $ 45
The star of trendy Instagram accounts will decorate a shelf in any bathroom. The rollerball was created for home massage of the face: by improving microcirculation, it helps to fight puffiness, including under the eyes, and relieves tension from the muscles of the face. Massage your skin with an oil or face cream or use a solo roller daily for five to ten minutes.>