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As Goop as It Gets

Gwyneth Paltrow created, and perfected, the very concept of the celebrity lifestyle brand. Does the actress-entrepreneur-executive have what it takes to pull Goop out of a midlife funk?

Gwyneth Paltrow
Now 16 years old, Goop was the original celebrity lifestyle brand, and it remains the Platonic ideal for every celebrity entering beauty, fashion, spirits, etcetera. Photo: Rachel Murray/Getty Images/goop
Rachel Strugatz
June 19, 2024

A few days ago, Gwyneth Paltrow launched a new mascara—a “clean” formula made with a biotin tripeptide and Tahitian microalgae that has none of the “pretty toxic” stuff in “conventional” mascara. It’s the third makeup product that Goop Beauty has released in under a year. Along with a tinted multipurpose balm and a bronzing gel, it’s part of a push to grow Goop’s decent but undersized, and recently trouble-beset, beauty business.