At its core, goop operates from "a place of curiosity and nonjudgment," as Paltrow puts it. The brand isn't afraid to "start hard conversations, crack open taboos, and look for connection and resonance," in unexpected places. This boldness is central to goop's identity—they proudly position themselves as pioneers willing to "go first so you don't have to."

More than just a collection of products, goop embodies a distinct philosophy centered around three key principles:

Clean Living: From their stringent ingredient standards to their commitment to environmentally friendly packaging, goop prioritizes health and sustainability.

Openness to new ideas: The brand embraces innovation and isn't afraid to challenge conventional wisdom.

Pursuit of Balance and Harmony: goop approaches beauty holistically, focusing on wellness that radiates from within.

In an industry often criticized for its use of harmful ingredients, goop has positioned itself as a leader in the clean beauty movement. Their products adhere to strict quality standards, using ethically sourced, cruelty-free ingredients. You won't find silicones, formaldehyde, parabens, phthalates, or synthetic fragrances in their formulations.

This commitment to clean beauty doesn't mean compromising on effectiveness. As the brand states, "We do not believe that beauty products need to be toxic to us in order to be luxurious and effective." Their formulations use, "clinically proven premium ingredients in high concentrations," to deliver results while maintaining their clean standards.

For goop, beauty is more than skin deep—it's wellness that manifests physically. Their product philosophy centers on, "beauty from the inside out." This approach has expanded their offerings beyond skincare to include a comprehensive wellness shop and even a carefully curated sex shop, recognizing that, "pleasure is an important pillar of well-being."

As goop continues to evolve, they remain transparent about the challenges of the clean beauty movement, acknowledging it, "isn't perfect," but committing to, "evolve with the science in the most transparent way." This honesty, combined with their innovative approach, has helped transform a kitchen newsletter into a global wellness phenomenon that continues to challenge and reshape industry standards.

Make sure to join us at Youtime on September 12th, 09:00 for the exclusive launch of goop Beauty in the Nordics. 

In the heart of her kitchen in 2008, actress Gwyneth Paltrow began what would become one of the most talked-about wellness brands in the world. goop started as a humble weekly newsletter focusing on healthy eating tips that Paltrow would share with friends and family. What began as a passion project has since evolved into a holistic lifestyle empire that spans beauty, wellness, and more.

Youth-Boost Peptide Serum

Ultimate Dry Brush

Gwyneth says <meta charset="utf-8">“You get this great color and shine—it’s sheer enough that you never need a mirror—and the texture feels fantastic on your lips. But it’s a barrier-restoring lip treatment first.”
Support your lips’ delicate skin barrier as you treat them to sheer color and luxurious texture.
Meet a lip gloss that’s grown up—into a treatment. The plush, ultrahydrating gel-gloss protects, restores, and cocoons your lips in a luxurious layer of active, barrier-supporting skin-care ingredients. As it delivers both instant and lasting moisturization, the science-backed formula works as a gloss, balm, plumper, mask, and oil. Each of the six gorgeous sheer shades flatters any skin tone, smells faintly of grapefruit, and cushions your lips with nourishing, effortless shine in a single swipe.
HOW TO USE START
<meta charset="utf-8">Smooth over your lips in a single swipe. Wear it alone or layer it over your favorite lip color for extra shine.
HOW TO USE END
INGREDIENTS START
Maxi-Lip™: A collagen-stimulating fatty-acid-linked peptide that helps firm and moisturize while also plumping for visibly fuller lips.
Hyaluronic acid microspheres: Low-molecular-weight hyaluronic acid helps form a moisturizing barrier to treat dryness, smooth, and increase hydration.
Vegan lanolin: This vegan lanolin alternative seals lips with an occlusive barrier for intense moisture, softness, and shine.
Organic rose hip oil: High in fatty acid content for barrier support, it relieves dry lips with a cushiony, silky texture.
Vitamin E: The antioxidant-rich humectant helps support the lip barrier, moisturize, and soften.
<meta charset="utf-8"><meta charset="utf-8">Polyglyceryl-2 Isostearate/Dimer Dilinoleate Copolymer, Bis-Diglyceryl Polyacyladipate-2, Octyldodecanol, Diisostearyl Malate, Bis-Behenyl/Isostearyl/Phytosteryl Dimer Dilinoleyl Dimer Dilinoleate, Pentaerythrityl Tetraisostearate, Silica, Polyglyceryl-10 Decaisostearate, Disteardimonium Hectorite, Palmitoyl Tripeptide-1, Ricinus Communis (Castor) Seed Oil, Sodium Hyaluronate, Siraitia Grosvenorii (Monk Fruit) Fruit Extract, Hydrogenated Castor Oil, Rosa Canina (Rose) Seed Extract, Tocopherol, Lactic Acid, Rosmarinus Officinalis (Rosemary) Leaf Extract, Caprylic/Capric Triglyceride, Citrus Aurantium (Orange) Peel Extract, Citrus Aurantium (Orange) Peel Oil, Citrus Paradisi (Grapefruit) Peel Oil, Gamma Undecalactone, Ethylhexyl Palmitate, Propylene Carbonate, Menthone Glycerin Acetal, Glyceryl Caprylate, Tribehenin, Limonene, Glyceryl Undecylenate, Sorbitan Isostearate, Mica, Red 7 Lake (CI 15850), Titanium Dioxide, Iron Oxides (CI 77491).
INGREDIENTS END
ABOUT THE BRAND START
<meta charset="utf-8">Founded by Gwyneth Paltrow, Goop Beauty believes in a new standard – redefining beauty as a form of wellness. <meta charset="utf-8">Every product is grounded in the belief that what we apply to our bodies should be as clean and conscious as what we put in them. <meta charset="utf-8">Goop blends clinical-grade actives with sensorial luxury, creating high-performance skincare, body care, hair care, and wellness products with a conscious effort to align with a clean, sustainable lifestyle. 
Now, goop meets Scandinavia through an exclusive partnership with us at Youtime. Rooted in a shared commitment to clean beauty, balance, and intentional living, this collaboration merges Los Angeles vitality with Scandinavian balance. Together, goop and Youtime invite you into a space where beauty rituals support mind, body, and spirit—and where wellness is a way of life.
ABOUT THE BRAND END

Hydra-Barrier Gel Gloss Glaze

Gwyneth Says: <meta charset="utf-8">“I have dry lips, so I’ve always been something of a lip balm—and lip mask—connoisseur. I wanted to make the best-ever lip mask: better than anything on the market, better than anything I’ve ever tried—the most nourishing, moisturizing, comforting mask we could possibly create. Because that’s what I need.”
<meta charset="utf-8">This powerfully moisturizing eight-hour lip treatment envelops skin in a comforting cocoon of hydration that lasts all day or night, for smoother, softer lips that feel as good as they look. 
Made with high-performance clean ingredients, the mask delivers dramatic clinical results, increasing the hydration level in lips by more than 160% with a single swipe. The rich, buttery balm is carefully formulated to provide a multisensory experience when you apply it: It feels silky-smooth and emollient as it melts onto lips. (And it has an appealing subtle berry flavor.) 
It’s made with biomimetic ceramides to protect lips from environmental stressors, along with cold-pressed fig seed oil and an acai fruit sterol complex to hydrate deeply, protect, and enhance the lips’ barrier function.  
HOW TO USE START
<meta charset="utf-8">Apply a generous amount directly on clean, dry lips morning and night. 
HOW TO USE END
INGREDIENTS START
Ceramides: The skin-identical compounds are a key component in the skin’s total lipid composition. They balance barrier moisture factors in the lips. 
Fig seed oil: Rich in essential fatty acids and antioxidant vitamin E, the cold-pressed oil instantly softens and conditions the lips.   
Acai sterol complex: The blend of superfruit sterols and essential fatty acids delivers moisture over time.  
Vegan lanolin: The vegan replacement for synthetic and animal-derived moisturizers provides intensive conditioning, enhances barrier function, and protects against environmental damage.  
Ricinus Communis (Castor) Seed Oil, Bis-diglyceryl Polyacyladipate-2, Polyhydroxystearic Acid, Caprylic/capric Triglyceride, Behenyl Behenate, Synthetic Beeswax, Prunus Amygdalus Dulcis (Sweet Almond) Oil, Triheptanoin, Coco-caprylate/caprate, Cetearyl Ethylhexanoate, Citrus Aurantium Dulcis (Sweet Orange) Peel Oil, Limonene, Euphorbia Cerifera (Candelilla) Wax, Helianthus Annuus (Sunflower) Seed Oil, Euterpe Oleracea (Acai) Sterols, Ficus Carica (Fig) Seed Oil, Ceramide Np, Caprylyl Glycol, Butyrospermum Parkii (Shea) Butter, Dilinoleic Acid/butanediol Copolymer, Helianthus Annuus (Sunflower) Seed Wax, Tocopheryl Acetate, Amyl Cinnamal, Ionone, Glyceryl Laurate, Glyceryl Undecylenate, Siraitia Grosvenorii (Monk Fruit) Fruit Extract, Allyl Caproate, Barosma Betulina (Buchu) Leaf Oil, Castor Oil/ipdi Copolymer, Ethyl Butyrate, Geranyl Acetate, Mentha Viridis (Spearmint) Leaf Oil, Raspberry Ketone, Rose Ketone-4 (Damascenone), Citral, Linoleic Acid, Linalool, Oleic Acid, Linolenic Acid.
INGREDIENTS END
ABOUT THE BRAND START
<meta charset="utf-8">Founded by Gwyneth Paltrow, Goop Beauty believes in a new standard – redefining beauty as a form of wellness. <meta charset="utf-8">Every product is grounded in the belief that what we apply to our bodies should be as clean and conscious as what we put in them. <meta charset="utf-8">Goop blends clinical-grade actives with sensorial luxury, creating high-performance skincare, body care, hair care, and wellness products with a conscious effort to align with a clean, sustainable lifestyle. 
Now, goop meets Scandinavia through an exclusive partnership with us at Youtime. Rooted in a shared commitment to clean beauty, balance, and intentional living, this collaboration merges Los Angeles vitality with Scandinavian balance. Together, goop and Youtime invite you into a space where beauty rituals support mind, body, and spirit—and where wellness is a way of life.
ABOUT THE BRAND END

Nourishing Lip Repair Mask

"The Martini" Emotional Detox Bath Soak

3x Retinol Regenerative Serum

Colorblur Glow Balm Venus

3x Retinol Eye Lift Serum

Curated by Gwyneth herself, these essential products represent the core of the goop philosophy. Each item has been selected to showcase the brand's unwavering commitment to clean beauty ingredients, sustainable practices, and transformative wellness solutions that nurture both body and mind.

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"This is what I do when I don’t have a lot of time and I just want my skin to look incredibly fresh, and glowing, and soft,” says Gwyneth. “And you will get compliments on your skin—that I guarantee you, even after just one time. It’s a little bit amazing."

This luxurious cleansing balm nourishes with antioxidants and minerals while helping maintain the skin’s natural protective barrier. 
It's an excellent makeup remover (even waterproof and long-wear formulas, and even around the eyes and lips) and melts away dirt, pollution, and sunscreen in a single step.
Leaves skin soft and hydrated, cleanses without stripping the skin barrier. Rinses away easily, leaving skin looking and feeling dewy-fresh, moisturized, and beautifully radiant. The luxurious, addictively soft whipped-butter texture goes from a balm to an oil to a milk. Leaves skin soft, supple, and thoroughly cleansed no matter your skin type.
Safe for sensitive skin and for use around the eyes and lips.
HOW TO USE START
<meta charset="utf-8">Massage into dry skin, including the eye and lip area, using circular motions as the balm melts into an oil. Wet the organic-cotton cloth (included) with warm water and smooth over skin as the oil turns to milk; rinse to finish. Optionally, you can double cleanse by following with a foaming cleanser.
HOW TO USE END
INGREDIENTS START
<meta charset="utf-8">CETYL ETHYLHEXANOATE, CAPRYLIC/CAPRIC TRIGLYCERIDE, POLYGLYCERYL-2 SESQUICAPRYLATE, EUPHORBIA CERIFERA (CANDELILLA) WAX, COPERNICIA CERIFERA (CARNAUBA) WAX, COCO-CAPRYLATE/CAPRATE, PRUNUS AMYGDALUS DULCIS (SWEET ALMOND) OIL, TRIBEHENIN, TRIHEPTANOIN, POLYGLYCERYL-3 LACTATE/LAURATE, C18-36 ACID TRIGLYCERIDE, SYNTHETIC BEESWAX, BUTYROSPERMUM PARKII (SHEA) BUTTER, CROCUS SATIVUS (SAFFRON) FLOWER EXTRACT, JASMINUM OFFICINALE (JASMINE) FLOWER EXTRACT, ROSA DAMASCENA (DAMASK ROSE) FLOWER OIL, CITRUS AURANTIUM AMARA (NEROLI) FLOWER EXTRACT, LAVANDULA ANGUSTIFOLIA (LAVENDER) FLOWER EXTRACT, PAEONIA OFFICINALIS (PEONY) FLOWER EXTRACT, PRUNUS SERRULATA (CHERRY BLOSSOM) FLOWER EXTRACT, SAMBUCUS NIGRA (ELDERBERRY) FLOWER EXTRACT, TOCOPHEROL, C9-12 ALKANE, SACCHAROMYCES FERMENT, DILINOLEIC ACID/BUTANEDIOL COPOLYMER, HEXYL CINNAMAL, POLYGLYCERIN-3, TRIETHYL CITRATE, CAPRYLYL GLYCOL, TOCOPHERYL ACETATE, GLYCERYL LAURATE, GLYCERYL UNDECYLENATE, LAUROYL LYSINE, CITRUS LIMON (LEMON) FRUIT EXTRACT, CORIANDRUM SATIVUM (CORIANDER) FRUIT OIL, CASTOR OIL/IPDI COPOLYMER, 3-HEXENOL, CANARIUM LUZONICUM (ELEMI) GUM NONVOLATILES, GLYCINE SOJA (SOYBEAN) OIL, PIPER NIGRUM (BLACK PEPPER) FRUIT OIL, LIMONENE, FERULA GALBANIFLUA (GALBANUM) RESIN OIL, LINALOOL, HELIANTHUS ANNUUS (SUNFLOWER) SEED OIL, BOSWELLIA CARTERI (FRANKINCENSE) OIL, COMMIPHORA MYRRHA (MYRRH) OIL, VETIVERIA ZIZANIOIDES (VETIVER) ROOT OIL, ZINGIBER OFFICINALE (GINGER) ROOT OIL, CITRUS AURANTIUM DULCIS (ORANGE) PEEL OIL.
INGREDIENTS END
ABOUT THE BRAND START
<meta charset="utf-8">Founded by Gwyneth Paltrow, Goop Beauty believes in a new standard – redefining beauty as a form of wellness. <meta charset="utf-8">Every product is grounded in the belief that what we apply to our bodies should be as clean and conscious as what we put in them. <meta charset="utf-8">Goop blends clinical-grade actives with sensorial luxury, creating high-performance skincare, body care, hair care, and wellness products with a conscious effort to align with a clean, sustainable lifestyle. 
Now, goop meets Scandinavia through an exclusive partnership with us at Youtime. Rooted in a shared commitment to clean beauty, balance, and intentional living, this collaboration merges Los Angeles vitality with Scandinavian balance. Together, goop and Youtime invite you into a space where beauty rituals support mind, body, and spirit—and where wellness is a way of life.
ABOUT THE BRAND END

Luminous Cleansing Balm

Microderm Instant Glow Exfoliator 50ml

All-in-One Nourishing Face Cream

Gwyneth's Instant Results Routine

“It's just the perfect little routine: Three minutes and you're ready to go. And you will get compliments on your skin—that I guarantee you, even after just one time.” —Gwyneth Paltrow

Founded by Gwyneth Paltrow in 2008, goop has evolved from a personal newsletter into a wellness brand offering clean, luxury products across skincare and wellness categories. With sustainable ingredients and holistic philosophy, goop transforms self-care into mindful rituals.

Discover Gwnyeth Paltrows goop Beauty Favourites. 

Discover the Best Selling Youth-Boost Peptide Serum

From Gwyneth's Kitchen to Cult Status: Read the goop Story

Immerse yourself in our world of holistic beauty and well-being and receive 10% off your first order.

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Free standard shipping on Swedish orders over 500kr*

Sweden standard shipping with Post Nord and DHL, 29 kr for orders under 500 kr

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