Goop is one of the rare places on the web where food, shopping, and mindfulness collide—where the ever-evolving intent is to make every choice count. We’re all resource strapped, so goop hopes to surface the very best experiences, recipes, products, and advice. Launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen, goop was originally conceived as a weekly e-mail newsletter. Its intent was two-fold: GP wanted a place to organize her unbiased travel recs, health-centric recipes, and shopping discoveries for friends, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. Now, goop has become a place for GP to introduce some of the incredible experts who have mentored her throughout her life to a wider audience, and a place where readers can find suggestions about where to shop, eat, and stay from a trusted friend—not from an anonymous, crowd-sourced recommendation engine. While Thursday’s Letter from GP remains an email inbox staple, goop has grown significantly since its launch: There’s now a collective of people behind the brand, daily content, and a roster of collaborations with some of our favorite designers, who we’ve partnered with to create wardrobe staples and special finds, turning goop into a fully shoppable, lifestyle brand. Despite its growth, many things have stayed the same: We know who we are; our words and actions are aligned; and we take a curious, unbiased, open-minded, and service-centric approach to the work we do. We test the waters so that you don’t have to. We will never recommend something that we don’t love, and think worthy of your wallets and your time. We value your trust above all things. Ultimately, we hope goop is an indispensable resource for all who love to make, go, get, do, be and see.
Company Growth (employees)
New York, US
Size (employees)
79 (est)+6%
goop was founded in 2008 and is headquartered in New York, US

goop Office Locations

goop has office in New York
New York, US

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goop Summary

Founding Date


Total Funding

$10 m

Latest funding size

$10 m

Time since last funding

over 1 year
We estimate that goop's latest funding round in August 2015 was $10 m. In total, goop has raised $10 m
We estimate that goop's current employees are approximately 57% female and 43% male.

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