How Gwyneth Paltrow’s Goop Brand Is Expanding With Resort Shop, New Cookbook and Hollywood Styling

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Paltrow will open her first permanent hotel retail experience in February.

Goop began in 2008 as a newsletter out of Gwyneth Paltrow’s kitchen. But 10 years later, her brand has been taking over the lifestyle space with a new cookbook, new activewear and first permanent hotel retail experience — plus, star styling?

Sandra Oh recently celebrated her Golden Globes win and hosting gig by wearing Goop’s Italian, satin-trimmed Elgin Tuxedo Jumpsuit ($850) from the G. Label to an afterparty she hosted with Andy Samberg and Tequila Don Julio 1942 in West Hollywood. She posed Sunday with a bottle of the elixir, engraved with her name, which had fans online calling Oh an icon after she delivered a speech at the Globes about diversity and progress in the industry.

Oh's stylist Elizabeth Saltzman got her the onesie, which she completed with Forevermark's "incredible diamond necklace, which is in the shape of a tie, so she can just chill out and enjoy herself," Saltzman told The Hollywood Reporter

"I haven’t even told Gwyneth. Obviously I work with Gwyneth and I saw this new product that’s going to come out and I thought, 'OMG, can I have one of those?' I was giving it to Sandra for the rollout or one of those rehearsal days. When she put it on, and I just saw the relief, and how opposite of everyone else she would be — and how comfortable she would be," Saltzman said. 

"When we think of the kind of woman we want to wear G. Label, Sandra Oh is at the top of the list. She's brilliant, beautiful and hilarious. We were giddy to see her in the G. Label Elgin Tuxedo Jumpsuit, and love the way she and Elizabeth paired it with a cool girl sneaker," said Blair Lawson, Goop’s chief merchandising officer, in a statement to THR.

New items from the luxe G. Label launch Jan. 20 and Feb. 3, so maybe we'll be seeing the brand on more A-listers on the red carpet and at afterparties. (And for anyone in love with Oh’s onesie style, she also wore a cozy Onepiece jumpsuit the morning after the Globes, $119.)

Then on Tuesday, Paltrow — newly married to producer Brad Falchuk — released her umpteenth cookbook with Goop, called The Clean Plate: Eat, Reset, Heal (her previous works include It's All Easy: Delicious Weekday Recipes for the Super-Busy Home Cook, IT'S ALL GOOD: Delicious, Easy Recipes That Will Make You Look Good and Feel Great, My Father's Daughter: Delicious, Easy Recipes Celebrating Family & Togetherness and Notes from My Kitchen Table). 

Her latest collection ($21) features more than 100 healthy recipes like black rice pudding with coconut milk, cucumber and avocado gazpacho, blueberry cauliflower smoothies and the crunchy spring veggie grain bowl meant to sustain readers for a “full-on cleanse week.” The clean-eating book is in line with her wellness-focused brand that touts yoni eggs and crystal healing (yes, it's very L.A.). If that wasn't enough, Goop held its latest Health Summit in L.A. last June, with upcoming events in New York on March 9, L.A. in May and London in June.

On Feb. 11, Paltrow will open her first permanent hotel retail experience at Rosewood Miramar Beach in Montecito, Calif, a resort owned by The Grove's developer Rick Caruso.

Her new setup, Sundries Shop, will offer Paltrow’s faves in beauty, activewear and fashion with a specific focus on the beach (think sun protection skincare, swimsuits and beachy jewelry) inside a 400-square-foot space decorated like a Parisian apartment. Goop’s deal with Rosewood Miramar Beach includes a minibar in each guest room with Goopglow, a skin superpowder for mornings; Goopgenes, a marine collagen superpowder for hydrated skin; and the detoxifying G.Tox Travel Kit.

“We’ve always wanted to create a gorgeous Goopified version of a hotel gift shop: the kind of place that becomes its own destination. The quiet charm of Montecito is the perfect backdrop for Sundries, an entirely new retail concept for Goop,” Lawson said in a statement.

Paltrow already has Goop Lab stores in New York and at the Brentwood Country Mart to peddle her cosmetics, activewear from G. Sport (more of which dropped on Jan. 6) and home decor, including her collab with Crate and Barrel’s CB2.

All in all, Goop launched new athletic attire, released a new cookbook, is opening its first hotel gift shop and has three wellness summits coming up. Is there anything GP can't do? 

Additional reporting by Lesley McKenzie.This post was updated Jan. 10 at 11:46 a.m.