On March 1, Academy Award-winning actress and Goop founder Gwyneth Paltrow will launch the brand’s first-ever branded product line, Goop by Juice Beauty skincare. The mindfully designed collection debuts with a range of six age-defying skincare solutions made with plant-based juices to rejuvenate skin; all are formulated with certified organic ingredients. From an Enriching Face Oil to an Exfoliating Instant Facial, Luminous Melting Cleanser, Revitalizing Day Moisturizer, Replenishing Night Cream and Perfecting Eye Cream, the nourishing product line made with pure organic and natural formulas ranges from $80-140 and is sold on Goop.com and JuiceBeauty.com. The skincare release is a natural extension of everything Gwyneth and Goop have built in the clean, organic space since launching in 2008. In August, Paltrow even went to Washington, D.C. to speak to Congress about mandatory labeling of foods made with genetically engineered organisms, or GMOs.
DuJour sat down with the actress for an exclusive interview to learn more.
I have been really interested in health and wellness for a long time; it really started when my dad got cancer. That’s when my real passion was born for non-toxic living. I’ve always wanted to find a product that is not a health food store product, so when we got the opportunity to work on these products with Karen at Juice Beauty, it was a dream come true for me. These six products are my dream products that I had been wishing existed and I essentially made them for myself. There was a lot of back and forth: I was really specific about how I wanted them all to look and feel. I gave Karen very expensive, conventional benchmark products and I said, ‘I want a night cream that feels this luxurious, but can we do that without silicones.’ Can you do that without all of this crap, for lack of a better word. She said, ‘We’ll certainly try!’ I really want to know what I am putting on my body.
What are some of your personal skin care issues?
I tend to have very dry skin and it’s always an issue for me. Our instant facial is amazing because it just like brings out this fresh layer of skin. My facialist in California has remarked that my skin has completely improved.
What are some of Goop’s standards?
If you are shopping the Goop shop, [the products are] clean to a certain standard. I think that we do want to eliminate as much of the confusion as we can out in the market.
What’s your favorite product from the line?
I am a face oil obsessive. If I only use one product, it’s a face oil. I wanted it to be really moisturizing, but not sit on the skin. I wanted it to feel really rich and it really is easily absorbed. There are a lot of nice, clean face oils on the market so, I thought the only reason to do it was if I could get it exactly how I was dreaming of it.
Why are you starting with a small product assortment at first?
We didn’t want to come out with 20 SKUs. We really wanted to really refine it and make sure they were all exactly how we wanted them. We do things slowly at Goop. A lot of the business is sort of through my lens. These are kind of the products I really need.
Where do you see the product line living in the market?
I see it as sort of the missing luxury category. For myself and women who are not 18 years old who want something really powerful anti-aging, feels really luxurious, that doesn’t feel like a hippie made it in their bathroom and you’re buying it at the farmer’s market.