Goop’s beauty brand is expanding, in more ways than one.
The company, which spent 2025 expanding into Ulta Beauty stores and doubling down on existing channels, is also rethinking its products to the tune of evolving consumer sentiment and the tastes of its founder and chief executive officer, Gwyneth Paltrow.
“It’s a really interesting time to be in consumer because you can’t rest on your laurels for very long,” Paltrow said. “There’s always new technology. I feel like it’s sort of breathless, but it’s really fulfilling.”
Case in point, Goop’s latest launch is the Youth-Boost NAD+ Peptide Rich Cream, a moisturizer retailing for $105 which will launch to the public Sunday. It’s an extension of the Youth-Boost franchise, under which the brand’s top-selling stock keeping unit (and most replenished), a peptide serum, sits. The name comes from the added hero ingredient, nicotinamide mononucleotide, a precursor to NAD+. It will launch into the brand’s distribution including retailers like Ulta, Nordstrom, Credo, Detox Market, Mecca and Dermstore, among others.
“I’m our biggest customer and our biggest guinea pig,” Paltrow said, adding that the launch is a souped-up version of a previous moisturizer. “We started talking about emerging science around longevity and topical NAD. NAD is a proven longevity tool, and it works topically as well. This was the base formula we had done years before, but this is a significant upgrade to it without ruining the texture. It still feels the same and it’s super hydrating.”
It’s been roughly 18 months since Goop refocused around three key pillars — fashion, beauty and food — which has entailed the relaunch of her clothing line under the name Gwyn and the expansion of Goop Kitchen. Goop is expecting midsingle to low-double-digit growth for beauty in 2026 and has several other launches calendared for the year.
Beauty, Paltrow reasoned, is one of the most emotionally connective categories with both new and existing customers. “There’s something emotional about it, there’s something elegant about it, there’s something aspirational about it. As a beauty consumer, it feels so visceral and so immediate,” Paltrow said. “For the modern person, we want to be looking at all aspects from all different angles.”
The category has evolved to suit where customers are shopping, Paltrow said, explaining a broader shift to wholesale and her exploration of new channels. “We have a strong business on Amazon, for example, and we launched at Ulta [in-store] this summer, and that’s a really interesting channel for us. We love Bluemercury, we love Nordstrom. And then it’s about the tiny levers, like the right microinfluencers, and on a brand marketing level, who are we? Who are we from a content perspective, how relevant are we, and assessing something like TikTok Shop, which we’ve never done and are looking to implement really soon.”
Courtesy of Goop
That retail philosophy is working, with beauty up 11 percent in 2025 and up 27 percent in the fourth quarter alone, the company said.
“As far as our owned brands go, it’s different than fashion or a cashmere sweater. Beauty allows us to reach a wider audience with a more accessible price point than our fashion business, and allows someone to enter the Goop world for as low as a $38 cleanser. We’ve been leaning into that as an acquisition strategy,” said Alexa Ritacco, Goop’s chief marketing officer. Although the three key growth pillars for Goop share significant overlap, she thinks of them in three separate cohorts.
“There is a subset of people who have been with the brand for 15 years, are shopping fashion, shopping beauty, and our multi[-brand] assortment,” she said. “There’s also the beauty customer who’s buying once a month, exploring. And then there’s people who don’t have much knowledge on Goop that are coming to the site for the first time in 2026 or coming in via our Peptide serum. We think about the top of funnel, new customer. Someone who might not be familiar with Goop, learning about her and her needs, and how she wants to be serviced.”
This product in particular has robust consumer and clinical testing behind it, with 97 percent of subjects showing improvements in fine lines and wrinkles and 100 percent seeing improvement in firmness after four weeks. After one use, 100 percent saw improvement in hydration.
“You have to be pulling 100 levers all the time, trying different ones. Most broadly, beauty is a really crowded market,” Paltrow said. “For us, we’re always looking at what are emerging ways to reach a customer, but really focused on making the absolute best clean product on the market that works. Instant results, beautiful textures and clean, clean, clean.”
