Goop was launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter. She wanted a place to organize her unbiased travel recommendations, health-centric recipes, and shopping discoveries for friends, and she also wanted to get her own questions about wellness answered. Since then, goop has become a fully formed modern lifestyle brand, offering a tight curation of products and content. In 2012, goop launched an ecommerce shop to sell a variety of products including books, beauty products and accessories. Beginning in 2016, goop expanded their ecommerce shop with the launch of goop private label products including skincare and clothing.