In 2008, Gwyneth Paltrow launched “Goop,” a newsletter featuring travel advice, recipes, must-visit stores and more. Goop soon grew into a website and is now a full-blown lifestyle brand.
Goop.com is organized into 6 sections: travel & adventure, mindfulness & self discovery, health & fitness, arts & culture, cooking & recipes, and style & design. In addition to housing article content, Goop sells GP-endorsed products from their favorite brands as well as their own recently launched skincare line, Goop by Juice Beauty.
Goop MRKT is the online brand brought to life. It’s a fully shoppable pop-up store that touches upon all things Goop. Currently, it’s popped up on Maiden Lane in San Francisco.
I had the opportunity to visit Goop MRKT on opening day last Thursday. Despite being a broke college student in no position to spend money on GP-endorsed products, it was one hundred percent worth the visit.
The day I visited, Paltrow herself was at the opening signing copies of her new cookbook, It’s All Easy. While there was a line waiting out the door to meet her, people who chose to skip the celeb meet-and-greet were able go in and check out the shop without delay.
The true fangirl in me couldn’t resist, and so I waited in line to meet GP. Stationed in the culinary section of the store, the line weaved around up to where Gwyneth sat signing, smiling, and chatting. She could not have been nicer, and we bonded over having gone to the same summer camp in Vermont, Brown Ledge.
After silencing my inner fangirl, I was able to explore the rest of the space. There were separate areas for clothes, skincare, books, and cookware. GP was stationed in the kitchen section, but I was still able to peek around amongst the chaos. The products were top of the line, think Williams Sonoma meets the Anthropologie home department.
The skincare and makeup section was equally impressive. With an endless array of natural products, and Goop’s beauty editor Jean Godfrey-June there to guide you, your shopping experience was tailored to your needs.
If you plan ahead, you can even schedule an appointment with the Streicher sisters. who specialize in brows, hair, and make-up. They’ll be there May 5-7th and then again May 20-22nd.
I hit the book section next. With it’s dim lighting, comfy couches, and shelves of styled books, it felt like one of those cozy hole-in-the-wall coffee shops. The reading material ranged from the picture-perfect coffee table hardback, to critically-acclaimed self-help books.
GP’s home décor picks were sprinkled throughout the whole store: candles that lined the space, baskets that showcased products, and throw pillows that nuzzled couches were all available for purchase.
Prices were geared towards the shopper with expensive taste (it has been claimed GP’s green smoothie costs $200 to make), but it wasn’t totally unreasonable. Brands such as Madewell, Lou and Grey, and Reebok were some of the more affordable options in the clothing department, and the skincare and makeup products varied between $35-150.
If you’re not into any of the GP-approved products, you should still go to Goop MRKT because the space itself is stunning. Built by Frank Lloyd Wright, 140 Maiden Lane features the famous spiral staircase that served as Wright’s prototype for The Guggenheim Museum in New York City. Designed by the renowned Steven Volpe, the Goop shop’s interior design was inspired by the picture-esque spot along California’s coast, Big Sur.
If history and shopping don’t do it for you, do it for the Insta. There is without a doubt some Gram-worthy photo ops waiting inside Goop.
Goop MRKT will be in town through May 22 and is open Monday-Saturday 10-6 and Sundays 11-6.