With a second sold-out health summit recently wrapped up in New York City, the launch of a wellness magazine, and the opening of a debut retail space in Santa Monica, Gwyneth Paltrow has been busy. Despite the controversy surrounding Goop—from products like “Gem-infused Psychic Vampire Repellant” to articles that suggest cleansing your gut with raw goat milk—Paltrow’s lifestyle blog and complementary ecommerce shop has mushroomed into a giant empire.
Following the success of its pop-up shop at select Nordstrom stores (including Toronto and Vancouver), Goop has announced that it is now shipping to its Canadian neighbours. This makes Canada the only country outside of the United States able to purchase Goop-approved products from its digital store—including from the “Clean Beauty Shop,” an edited selection of natural, luxury items like French Girl Organics and Rodin, along with its own proprietary collection in partnership with Juice Beauty. The online retail expansion also means that homewares and select clothing items, including exclusive collaborations such as its union with Christian Louboutin, are available.
What’s more interesting is the fact that some Canadian labels are supported by Goop’s curated lens. Vancouver’s own aromatherapy company Vitruvi makes the list with its premium essential oils and beautiful diffusers, while local skin care brand Sangre de Fruta is also present. Out of Toronto comes Leaves of Trees, a maker of deeply hydrating lotions with exotic ingredients that are responsibly sourced, and Province Apothecary, a clean skin care line made from seasonal and organic botanicals. And from Vancouver also comes Onyx, a producer of safe, non-plastic storage containers.
“We think of our readers as time-starved, looking for things that are better for them,” says Blair Lawson, the company’s chief merchandising officer, speaking over the phone from Santa Monica. Inside a transformed chicken coop dubbed The Barn, Lawson and her team work on building Goop’s four categories: fashion, beauty, wellness, and home. “We want to be a resource for people who want to make every choice count,” she says. Whether or not you buy from Goop, mindful purchasing is a message worth spreading.
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