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Gwyneth Paltrow’s renowned wellness brand, Goop, is set to introduce a new beauty brand, Good.Clean.Goop. This latest addition to the brand’s portfolio will become available for purchase on October 22, 2023, through retail giant Target and e-commerce platform Amazon.

The Good.Clean.Goop line comprises a versatile collection of 14 products, offering a range of beauty and skincare solutions. These products span from a foaming jelly cleanser for effective cleansing to exfoliating scrubs for skin revitalization. What sets Good.Clean.Goop apart is its commitment to affordability, with each product priced at under $40, ensuring accessibility for a wide range of consumers.

“We’ve learned a lot along the way as we’ve built Goop Beauty, and now we’re thrilled to be able to launch a new brand — Good.Clean.Goop — that meets our strict clean standards at an accessible price point,” said Paltrow, the brand’s Founder and CEO, in a statement. “Good.Clean.Goop takes an innovative approach to classic skin care, leaning into clean hero ingredients that really work.”

Image Credit: Goop

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