goop - August 24, 2025

always becoming

Meet the new goop.

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I started goop in 2008 for the woman always in pursuit—of the exquisite and the original, the layered and the less discovered, the uncommon beauty and hidden treasures, the path less traveled. I built it for you. Today, at long last, we unveil our new website—a project I’ve dreamed of undertaking for years and one that finally comes beautifully to life. From a design perspective, it reflects my vision for goop’s next chapter: elegant, clear, and uncluttered. And from a functionality standpoint—well, it finally works. Take a spin around the new goop.com. You’ll still find the world’s most rigorously curated clean beauty shop, our groundbreaking content, and a fashion edit for the feminine pragmatist—plus so much more. I’m endlessly grateful to the team and so proud of this moment.

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