The new line is called good.clean.goop and is being sold at Target and on Amazon.
Unlike its higher-priced sibling, which features $58 eye cream, $100 cleanser and $350 serums the new line is all priced under $40.
The Shakespeare in Love actress, 51, shared the news on Instagram by posting three photos of herself standing in front of a Target store.
‘I would love to meet up with you in @targetat some point soon to introduce you to our INCREDIBLE new line of beauty and wellness,’ her caption began.
‘@goodcleangoop has been in the works for years and I am so proud of the quality and beauty of this line. Each product has a ‘cleanical’ ingredient, a botanical and a superfood.
‘If you are clean curious and want to try something affordable and gorgeous, head to target. Comment on which product you want to try in the meantime and I will see if I can send some out to a few lucky winners,’ she wrote.
Gwyneth debuted the higher priced GOOP Beauty line seven years ago, but the idea for the lower priced line has been swirling around her head for even longer than that.
‘I get so confused,’ she said in an interview with Bustle. ‘So this line is actually something that we ideated really early. Maybe 10 years ago, we were like, “Wouldn’t it be so cool if we could do a line that would show up in Target?”‘
‘We liked the idea of democratizing clean skin care. Then we had a couple false starts, especially during COVID, where it was like, “We’ve got to get really lean and tight and just focus on what we’re doing.” And then it came off the back burner again. I love the products. They’re really good, and they’re really clean.’
There was a huge challenge in making clean products at a lower cost.
‘What happens is that you use a lower amount of actives and botanicals and stuff like that. It’s all about “At what concentration will this still be efficacious but affordable?” In certain cases, you’re balancing, like, “It would be so nice to also have this in there, but it’s going to make the cost of goods too high,’ the Shallow Hal star explained.
But she managed to do it and the products are available at Target and Amazon now. They include The Daily Juice Cleaner for $19.99, the Fruit Facial Exfoliating Scrub and Wide Awake Eye Serum for $24.99 each, the Body Facial Exfoliating Scrub for $29.99 and the Healthy Aging Serum for $39.99.
The mom of Apple, 19, and Moses, 17, with ex-husband Chris Martin, also spoke to Bustle about what clean means to her.
For her GOOP brands clean means non-toxic.
‘I really trust our product development department here,’ she said. ‘We have amazing scientists. We ban thousands of ingredients from both what we make and what we sell on the site from a multi-brand perspective. Because it’s not broadly regulated, we’ve come up with our own internal dos and don’ts.’
‘Though clean has become a sort of umbrella term for a lot of this stuff,’ she added.
‘I think it’s a really nice word. My life is super messy, so the idea that you can strive for cleaning it all up feels refreshing in a way.’