Gwyneth Paltrow Just Launched Good.clean.goop, an Affordable Skincare Brand at Target

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In 2008, Gwyneth Paltrow launched Goop Beauty to bring clean but effective skincare and wellness products to the market. There are cult-faves fans swear by, but they’re pricey. We’re talking $98 face cream and $150 serum. But now, everyone can get in on the Goop action with Paltrow’s new brand, Good.clean.goop, a line of skin, body, hair, and wellness products all priced under $40.

“When I started Goop 15 years ago, the clean beauty movement had barely started,” Paltrow told a small group at her Goop HQ in Santa Monica, CA. “Culturally, wellness was in a much different place and I was very passionate about clean beauty…At that time, there were a ton of prestige products with ingredients I didn’t want to use. I saw a big white space in terms of creating a line of beauty that was clean but actually efficacious.”

Since then, she says, she and her team always talked about “how cool it would be to do something with Target.” That became a reality when they created “a really gorgeous product line that was more widely available for people who care about ingredients,” she said.

Paltrow’s daughter, Apple, is part of a consumer base that is demanding a “cleaner, better product,” she said. “My daughter is a part of this young generation and she’s obsessed with ingredient panels and what’s in it and by what standard. I guess the apple didn’t fall far from the tree in this instance.

But they’re also very different when it comes to everyday glam. “Apple is very into beauty and into makeup,” Paltrow continued. “I never have been. I’ve never put makeup on by myself. I never wear makeup unless I’m coming to do something like this.”

Shop the entire line at Target and Amazon, starting with some faves, below.

The Daily Juice Cleanser

Nourishing fruit enzymes and hyaluronic acid clean your skin without leaving it stripped.

The Illuminator 10% Glycolic Toner

This alcohol-free liquid exfoliant clarifies skin (goodbye blackheads!), refines texture, and minimizes the look of pores.

The Wide Awake Eye Serum

Peptides, stabilized vitamin C, caffeine, and adaptogens smooth fine lines, brighten dark under-eye circles, and reduce puffiness.

The Healthy Aging Serum

Tranexamic acid works to minimize dark spots while shikimic acid gently exfoliates leaving skin baby soft.

The Body Facial Exfoliating Scrub

This two-in-one body scrub conditions skin with hyaluronic acid and vitamin E, while plant-based microexfoliants remove dead skin cells.

The Body Smoother Replenishing Cream

Follow up the scrub with this ceramide-rich body cream that promises long-term moisture and skin strength.