Pret-a-Reporter

At Gwyneth Paltrow's Goop Holiday Pop-Up, All Employees Wear White Utility Jumpsuits and Reeboks

Sam Reed
A Goop pop-up employee

So Goop!

Goop's annual gift guide — infamous for its more "ridiculous" items, including 2015's $15,000 gold dildo and 2016's $8,000 yurt — has been brought to life in Brentwood. 

Gwyneth Paltrow's lifestyle website shipped nearly all 600 products from the guide (excluding the aforementioned yurt and a personal sauna) to the Goop holiday pop-up at the Brentwood Country Mart, now open through Dec. 24. 

While shoppers can purchase each of the items online, the shop boasts a few experiences exclusive to the brick-and-mortar store, including personalization ($15 for embroidery or embossing) and complimentary gift wrapping with bespoke tags. Pop-up customers also have access to the sold-out Goop Edition 01 Winter candle ($72) and the Goop medicine bag ($85) featuring stones blessed by a Goop-approved shaman, which currently has a 300-person wait list online. Not to mention all of the attractive employees wear personalized white utility jumpsuits and matching Reeboks (and sometimes, half-up, half-down man buns!) to match the modern concrete space's chic warehouse vibe. 

Like the guide itself, the store is organized by recipient, with a section for "The Lover" (where you'll find the infamous organic lube), "The Health Nut" and "The Traveler," as well as a selection of gifts for kids, which features a 3D Printer ($450) and plush sriracha bottle ($80) which, to be honest, any millennial is also sure to love.  

At-home dry cleaner ($2,000) and brass MARCH menorah ($2,500) not withstanding, several items in the pop-up are surprisingly affordable. Gifts start at just $4 for a Honey Lip Balm, and there's a wide array of stocking stuffers under $100, including key chains featuring Goop-y sayings like "I Bleed Kimchi" and, of course, "Consciously Uncoupled" ($15), as well as a personal Kombucha brewer ($59) and a "F*CK" snow globe ($60), just because.  

Though Goop has held several pop-ups over the past two years (the very first being at the Brentwood Country Mart in 2014), the holiday shop's wide range of gifts makes it more accessible than past pop-ups. That being said, it wouldn't be Goop without products like Roe Caviar To Go ($100), you know, for your portable fish egg needs. As Paltrow told THR earlier this summer, some products are chosen "just to troll people... It’s fun. We look for products that will create that kind of reaction." 

225 26th St, #39, Santa Monica, CA 90402

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