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Gwyneth Paltrow's brand debuts in 800 stores on Sunday.
Goop Beauty debuts in 800 Ulta Beauty stores nationwide. It’s the next step for Gwyneth Paltrow’s brand after launching on Ulta.com in June.
The expansion comes a year after parent company Goop laid off 18% of its 216-person workforce. Paltrow noted that beauty is Goop’s biggest, most profitable business. But the company continues expanding into other categories via Goop Kitchen and G. Label.
For now, at least, the focus is on beauty. Six Goop products are featured on Ulta’s Brand New Skincare We Love endcap. Top performers are 72-Hour Supercharged Hydrating Water Cream Moisturizer ($68) and Daily Detox Foaming Cleanser ($38).
Goop Beauty second quarter sales increased 21%. Retailer partners include Sephora, Credo and Amazon.
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