Millions of women worldwide look to Goop, the lifestyle brand founded by Gwyneth Paltrow, for clean‑living guidance—from non‑toxic beauty products and red‑carpet hair and makeup tips to advice on ageing, acne, and antioxidants. I’m definitely one of those women.
Lately, though, I’ve noticed Goop taking a fresh direction—and here’s my take on the brand’s evolution.
So what’s new about Gwyneth Paltrow‘s Goop?
- In 2025, goop announced the strategic discontinuation of its budget‑friendly line Good Clean Goop after it failed to gain sufficient traction at mass retailers. This was part of the brand’s refocus on its premium offerings and core beauty business.
- Gwyneth herself shared a big change in her personal diet: after years of strict paleo‑style eating, she’s now embracing a more balanced approach that includes sourdough bread, cheese and pasta. Now, it’s all about flexibility and realism over rigidity – thank goodness for that.
- From a content and commerce perspective, Goop has been retrenching from some wellness verticals and leaning more into beauty, fashion and food as its strategic pillars.
The Beauty Book That Started It All
Back in late 2016 the goop team, with a foreword by Gwyneth, published **Goop Clean Beauty: The Ultimate Guide to a Healthy Body, a Natural Glow and a Happy, Mindful Life.
I loved these books and still do. They highlight what to eat, the importance of sleep, the power of antioxidants and the impact of exercise.
Inside you’ll find:
- Clean‑beauty how‑tos and product guidance.
- Recipes featuring nutrient‑rich ingredients (like chickpeas, spinach, olive oil, lemon) to support skin and body.
- Interviews and routines from Gwyneth and other “goop friends” sharing their personal rituals.
- Photography of real women and beauty rituals aimed at fostering a natural, healthy glow.
Clean Spinach & Chickpea Hummus (makes about 2 cups)
- 1 (14.5‑oz) can chickpeas, drained & rinsed
- 5 Tbsp extra‑virgin olive oil
- 3 Tbsp tahini
- 1 cup packed baby spinach, chopped
- Zest & juice of 1 medium Meyer (or small regular) lemon
- 1 large garlic clove, minced
- 1 tsp kosher salt
Combine all ingredients into a food processor with ¼ cup water and blend until smooth. Adjust salt to taste.
Why It Resonates With Us At WomenLove.Health
The appeal is clear: clean beauty that starts from the inside out, holistic routines that go beyond skincare, and a brand voice that promises mindful‑luxury (rather than hype).
For women looking for beauty advice that’s not just surface‑level but rooted in lifestyle choices, goop offers a blueprint: nourish your body, choose cleaner ingredients, support your skin through diet, sleep and movement. And with Gwyneth’s recent shift toward flexibility in diet and more realistic living, it’s becoming more relatable too.
With our recent launch of WomenLove.Health, I agree that we need to refine our beauty rituals without succumbing to fad diets or product overload. Sometimes I even think ‘What was good enough for my Granny, is good enough for me.” Granny, by the way, only ever cleaned her face with Palmolive soap and used either Neutrogena or Pears cream on her face. And she always looked fabulous.
So my takeaway is that really it’s all about: BALANCE. And here’s the three things even Gwynnie would agree with. We should be kinder to ourselves and:
- Prioritise our skin‑and‑body care as a holistic practice (diet, sleep, movement all matter).
- Choose cleaner beauty products and fewer ingredients that we don’t recognise.
- Accept that balance and moderation is definitely more sustainable than rigid “perfect” routines.
- And finally, we should all except imperfection.