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Gwyneth Paltrow’s wellness brand Goop is coming to Sephora

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Gwyneth Paltrow's wellness brand Goop is coming to Sephora

Gwyneth Paltrow at South By Southwest Music Festival 2019

Lorne Thomson Redferns | Getty Images

Gwyneth Paltrow's famous lifestyle brand, Goop, is about to hit Sephora stores, marking the first time it partners with another retailer to sell items like vitamin chewing and body scrub.

Until now, Goop was available only at proprietary stores, Goop.com, and some independent salons. As of Tuesday, Goop's wellness products – such as "Why am I so tired?" Vitamin regimen that claims to aid in mental acuity – will be available for sale on Sephora.com. And starting February 28, Goop's skin care line will be sold at select Sephora stores in North America.

The companies said other Goop products will be launched at Sephora in the coming months. Sephora currently has more than 490 stores in the Americas, as well as more than 660 smaller stores in certain J.C. Penney department stores.

"We have built unique territory in the beauty space," said Erin Cotter, Goop's general manager of beauty and wellness, in a statement. And Sephora, owned by LVMH, is creating "an exciting new category for the modern consumer looking for beauty that fits their well-being lifestyle," she said.

CNBC's Julia Boorstin will interview Paltrow at the "Power Lunch" at 2:30 pm to discuss the partnership.

Goop launched over a decade ago in 2008 from Paltrow Kitchen. Initially, it was a weekly newsletter discussing food and travel. The business has started to launch sometimes controversial beauty and wellness product lines. He also has a podcast, a magazine and an upcoming series with Netflix. O trailer for the show fell on Monday.

Goop has faced much criticism in the past for promoting products that don't really work, or that can even be dangerous. In 2018, for example, she was ordered to pay $ 145,000 in civil fines for lying to clients about the benefits of their "vaginal eggs."

But Paltrow has been more sincere recently about past mistakes. She said that in the early days of Goop, the company sold items from third parties and simply reaffirmed claims made by its creators, even if they were not true. She told the New York Times in November Goop now has a team of scientists and regulatory experts on staff to help analyze these claims.

"The Goop Lab," a six-episode series that opens on January 24, plays on the idea of ​​Paltrow experimenting with wellness products of all kinds. Topics to explore include orgasm workshops and alternative medicines.

As it has partnered with more brands and incubated its own items, Goop's business is in tears. Goop says its revenue doubled in 2018 from 2017. And on December 27, 2019, Goop said sales of its stores, which include a space on Filmore Street in San Francisco, increased more than 200 percent year over year. The company says its clients' average household income is over $ 100,000.

Partnering with Sephora, which rivals chains like Ulta and Macy's Bluemercury, should help put the brand in front of more people – people who aren't necessarily looking for a $ 259 meditation set that Goop.com sells, but you are in the market for an exfoliator.

In March, Goop closed a $ 50 million Series C round, bringing its total foreign investment to $ 82 million. Goop's most recent public rating is $ 250 million.

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