Sat Sep 06 05:00:00 UTC 2025: ## Goop’s Budget-Friendly Line “Good Clean Goop” Shuts Down After Less Than Two Years

**Los Angeles, CA** – Gwyneth Paltrow’s lifestyle brand, Goop, is discontinuing its accessible product line, Good Clean Goop, less than two years after its launch. A company spokesperson confirmed the closure, following the termination of the line’s exclusive retail partnership with Target earlier this year.

Launched in 2023, Good Clean Goop aimed to broaden Goop’s appeal with products priced under $40, a stark contrast to the brand’s higher-end offerings. “I’m so excited for more people who are curious about clean beauty… to be able to try our new line of essentials,” Paltrow stated at the time of the launch.

While some products are still available on Amazon at discounted prices, reports suggest the line struggled to gain significant traction. Industry sources indicated Good Clean Goop ranked in the bottom 15% of beauty brands at Target, contributing to speculation about the partnership’s longevity. The brand’s Instagram account has been inactive since October 2024.

In a statement, a Goop spokesperson stated that Good Clean Goop “introduced many new customers to the goop brand,” but attributed the closure to a broader strategic shift focusing on the company’s core business. Goop is currently concentrating its efforts on its primary beauty line, Goop Beauty, which it recently began selling at Ulta Beauty both online and in 800 stores. Paltrow has identified beauty as Goop’s primary revenue driver.

The shutdown is the latest in a series of strategic pivots for Goop since its founding in 2008. The company, which has raised around $140 million, has previously scaled back its media division, discontinued its magazine, and ceased producing books and TV shows. Wellness initiatives, including a supplement regimen and a Goop at Sea cruise, have also been discontinued.

In 2024, Goop underwent two rounds of layoffs and remained unprofitable. The company has stated it will now focus on beauty, fashion, and food moving forward.

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