Gwyneth Paltrow’s Goop Goes Brick-and-Mortar

“We have carved out a unique territory in the beauty space,” says Erin Cotter, general manager, beauty and wellness, Goop. “[Sephora is creating] an exciting new category of business for the modern consumer who is looking for beauty that fits in their wellness-oriented lifestyle.”

Up until now, Goop was only available in its own stores, some independent beauty shops and on the Goop website.

“I’ve always thought of Sephora as a real innovator in the beauty space,” Paltrow told

CNBC

. “We’ve been wrestling with the idea of if we should have a wholesale partner or if we should keep it all direct to consumer. And I think that when the Sephora opportunity presented itself, it was just too good of an opportunity to reach a new customer.”

As for Netflix, the video streaming service will produce “Goop Lab,” a six-part series set to launch Jan. 24. Paltrow and Elise

Goop’s wellness products have already launched on Sephora.com, with Goop’s skincare line to be sold at select Sephora stores Feb. 28. Other Goop products will launch at Sephora in the coming months.