Though Goop declined to talk sales figures, the proof is in the nearly sold-out Discovery Set, which contains travel sizes of four products from the line’s six-stockeeping-unit inventory.
The organic antiaging line, which is Goop’s first branded collection of products, launched on March 1 on goop.com and in 14 select specialty boutiques across the country, including four CosBar locations and Shen Beauty in Brooklyn.
Shen Beauty founder Jessica Richards announced the line’s launch last week in an e-mail blast to customers. She noted that sales have been split about fifty-fifty between in-store and online purchases, but the Discovery Sets have already sold out.
“[Customers] want to try it,” she said. “They want to see what she did.”
Richards said she picked the line up because Shen Beauty and Goop share a like-minded shopper — “somebody who wants something clean, but that also works.”
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Goop ceo Lisa Gersh confirmed that the Discovery Sets are “nearly sold-out” on goop.com as well.
The Discovery Set consists of the Goop by Juice Beauty Revitalizing Day Moisturizer, Enriching Face Oil, Replenishing Night Cream and a treatment mask called Exfoliating Instant Facial. Not included in the kit is an eye cream and makeup-removing cleanser. The Discovery Kit retails for $125, while the full-size products range from $90 for the Luminous Melting Cleanser and Perfecting Eye Cream to $140 for the Replenishing Night Cream.
Paltrow is also the creative director of a new makeup line by Juice Beauty — she invested in the organic skin-care company last year — which launched in January on juicebeauty.com, ulta.com and in 200 Ulta doors.
The makeup packaging, which is a shiny carbon gray, has a different look than the skin-care line’s white-and-black theme.
“We met with her on formulas, but she landed on the matte white aesthetic,” said Paul Deacon, vice president of marketing at Juice Beauty.
Goop by Juice Beauty skin care is not sold on juicebeauty.com, but that may change. “The short wave is [being] governed by the Goop team,” said Deacon. “We’re working with them on what phase two is going to be.”
For her part, Paltrow made an appearance on the “Today” show Friday morning, where she told host Matt Lauer that going forward, acting will take a backseat to business — her Goop-related ventures have become her “24-7 focus.”
Since it launched in 2008, goop.com has attracted a legion of devoted followers to its gospel.
“We’re like a trusted friend, so as an extension of the brand, people come to me and ask for tips — travel tips or wellness, health or beauty,” Paltrow said. “It’s part of what I do now.”
The actors on Sunday’s Oscars red carpet appeared to have passed the Goop test.
“Everybody looked pretty good.”