"The line launched in 2023 at Target and on Amazon, and boasted about a dozen products, all under $40 - a far cry from the costly products, like a $150 peptide serum, that Goop had become known for. "I'm so excited for more people who are curious about clean beauty - or who simply appreciate a quality cream or a hardworking cleanser - to be able to try our new line of essentials," Paltrow said in a statement ahead of the line's launch."
"Some products remain available for purchase on Amazon, though more than half are discounted. "Good.clean.goop introduced many new customers to the goop brand," a Goop spokesperson said in a statement. They described it as "part of a broader strategic shift, focusing on its core business and upcoming initiatives where we're seeing significant momentum." There were signs that the line struggled to gain traction."
Good Clean Goop launched in 2023 at Target and on Amazon with about a dozen products priced under $40, positioned as an accessible clean-beauty line. Target ended its partnership earlier this year, and more than half of remaining products on Amazon are discounted. Goop called the line an introducer of new customers and said the effort aligns with a broader strategic shift toward core business and initiatives showing momentum. Industry signals suggested weak traction: Puck ranked the line in Target's bottom 15% and former employees anticipated the partnership's end; the brand's Instagram has been inactive since October 2024.
Read at Business Insider
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