Palm Beach is getting a taste of the Hollywood style as Gwyneth Paltrow opens goop, a lifestyle brand focusing on all things beauty, fashion and wellness. Think of it as an edgy Martha Stewart.
She sells everything from jewelry, to skincare, activewear, homeware and products such as the infamous candle Paltrow claims “smells like her vagina.” It’s sold out by the way.
The pop-up store, which is the first in Florida, will test out the market in Palm Beach before deciding whether to stay permanently.
“We use our pop-ups to test new markets and gauge activity in the community,” Vice President of Retail Melanie Ramer said. “For Palm Beach, we wanted to design a first-of-its-kind destination that features a thoughtful curation with interactive fitness experiences for the mind, body and spirit. We also built an open space where guests can lounge, try a goopy snack, or have a creative conversation. We hope to build community for vacationers and locals alike.”
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Meet #goopPalmBeach : a first-of-its-kind pop-up featuring getaway essentials, a clean beauty apothecary (of course), endorphin-boosting sweat sessions + more. Link in bio for store details. Special thanks to our designer @ronenlev_
The store’s interior was designed by Jessica Kamel and Christina Akiskalou of Ronen Lev with a warm, inviting aesthetic that is a nod to the tropical Florida location and the tranquility of the ocean, Ramer said. The store also features a beach section with swimwear and towels not seen in other locations.
Throughout the season, the store will host various events in line with their wellness brand including a skincare workshop Thursday with local holistic skincare specialist Tammy Fender and goop beauty editor Jean Godfrey-June. On Thursdays through Mondays, locals can get a taste of the Gwyneth Paltrow workout from her go-to trainer’s company, Tracy Anderson. An instructor trained in the Tracy Anderson method will offer classes three times a day. It’s unclear whether Paltrow will make an appearance. The fitness classes will take place in the studio adjacent to the store.
The store opened Friday on the same day as the release of Paltrow’s new Netflix show “The Goop Lab,” in which her company’s employees try holistic approaches to health, including psychedelic teas, fasting, jumping in frozen lakes in the name of better breathing techniques and some exorcism-type energy cleansing therapy people pay big bucks for. Oh, and there’s a whole episode on the female orgasm and how to reach it in order to be stress-free. There’s a demo and everything.
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Exorcism? Orgasm? None of the above. cc:@eliseloehnen #ThegoopLab
And of course, goop’s shop is selling products related to the show such as the “astronaut food” Paltrow ate during a five-day fast-mimicking regimen to lower her biological age (who knew that even existed), T-shirts with quotes from the six-episode series and The Millionaire Vibrator described as feeling like “a million bucks.” I’m not kidding.
On its second day, the store had already welcomed plenty of locals and tourists alike.
Claudina Buccini of Philadelphia and Mimi Wilmerding of Hong Kong stopped by the store to check out the skincare products per their mothers’ recommendation.
“A lot of my friends really like the website. All the products are very different and trustworthy,” Wilmerding said, trusting Paltrow’s recommendations. “When I think of Gwyneth Paltrow she’s always into a bunch of strange, quirky think like her sex dust. I think of her weird things.”
Some of these products and more are available at the Palm Beach store. The pop-up is at 150 Royal Poinciana Plaza and will remain until April 12.
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