Digital

Goop.com

Instagram: @goop

Twitter: @goop

Snapshot

Total funding: $82 million

Revenue: Est. $100 million in 2018

Valuation: $250+ million

Gwyneth Paltrow’s free health and wellness newsletter turned lifestyle brand paved the way for content infused commerce platforms to become important retail channels. As Goop’s aspirational brand continues to grow, it must contend with Paltrow’s integral presence. The company’s long-term evolution will depend on how long the celebrity remains at the helm.

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2020

  • Partners with Carnival Cruises to host “Goop at Sea” an 11-day wellness retreat.
  • Netflix debuts “Goop Lab,” a six-part series starring Paltrow, outlining her brand story, including its controversies.

Enters wholesale partnership with Sephora, first selling Wellness products and expanding into Beauty later in the year.

2019

  • Opens its Goop MRKT pop-up in Nantucket for the summer.
  • Hosts its first Escape Retreat on Blackberry Mountain in Tennessee. 
  • Opens its first pop-up in Tokyo from April to May.
  • Goop states that 11% of its audience makes more than $1 million a year.

2018

  • Email subscribers top 8 million with a 30% open rate.
  • The Goop Podcast goes live with conversations between Paltrow and speakers from the wellness space. 
  • Opens its second permanent store in New York. 
  • Raises $50 million in Series C financing led by NEA, Lightspeed Venture Partners, and Felix Capital, which it will use to grow its ecommerce capabilities, G. Label and expand Goop internationally, specifically in Europe. This brings Goop’s valuation to $250 million.
  • Launches collaboration with extended-sizing brand Universal Standard on Goop.com and its two stores. 
  • Hires two doctors of nutritional science and creates a classification system that outlines the level of scientific-backing behind its products after receiving criticism for endorsing pseudoscience. 

2017

  • Makes an estimated $45-60 million in revenue. 
  • Debuts In Goop Health, a summit in California. 
  • Opens its first permanent store, Goop Labs, in Los Angeles. 
  • Reportedly triples its revenue YoY between 2016 and 2017.
  • Begins shipping to Canada. 

2016

  • Launches Goop-branded and private-label products, including goop by Juice Beauty (a cosmetics collab) and G. Sport and G. Label (private-label lines for activewear and apparel).
  • Goop transforms newsletter into an editorial and product site. Subscribers grow to 1 million.
  • Raises $15 million in Series B funding from NEA, Felix Capital and 14W Venture Partners.
  • Reaches an estimated $15-20 million in revenue. 

2015

  • Raises $10 million in Series A funding.

2014

  • Opens its first pop-up store, sponsored by companies such as Prada and Cadillac.
  •  Reaches 700,000 Subscribers.

2012

  • Expands its newsletter into an ecommerce and media site, which sells third-party products (now from more than 400 brands) and publishes related content.  

2008

  • Founder Gwyneth Paltrow launches Goop in 2008 as a digital newsletter, replete with “lifestyle” content and product recommendations from the actress herself. It receives $3.5 million in startup capital from Paltrow, her family and friends.