Ten years after founding Goop, Gwyneth Paltrow’s global wellness brand and website launched its first European pop-up this week, choosing Notting Hill as its home.
Goop’s painstakingly curated skincare, clothing, homeware, fragrances and supplements were sold online-only until last year, when Goop opened its first bricks and mortar store in Los Angeles, followed by pop-ups in New York, Dallas and the Hamptons.
Now London, the city where Gwyneth was living when she had the idea for Goop, joins the pop-up fray, with a new store in Westbourne Grove open until January 27 next year.
The pop-up features clothing, ‘eclectic’ homeware and G-Sport, Goop’s activewear line, although it’s thought the London pop-up will have less of a focus on the controversial product lines that Goop has made headlines for in the past, including Moon Juice’s Brain Dust and Vampire Repellant.
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