Gwyneth Paltrow's Goop has come to the UK. Finally.

The new London Goop pop-up store is everything I dreamed about and more

Words by Rebecca Fearn

There’s something about Goop that speaks to me.

While I have no interest in using a gold vibrator worth thousands of pounds or contending with antioxidant powders (soz, Gywnnie), I am still drawn in by the minimalistic aesthetic, wild and wacky life tips and the brand’s approach to clean beauty. 

Last night I attended a preview of Goop’s new London pop-up store in Westbourne Grove, Notting Hill. As you can imagine, I was pretty thrilled to be able to check out the store before it opened to the general public, and it didn’t disappoint. 

The three-level store has definite Goop vibes, from the plant-lined entrance to the plush royal blush sofas. The pop-up has a range of Goop-approved clothing, jewellery and home-ware, and of course sells the complete range of Gwyneth Paltrow's books and the latest edition of Goop magazine. 

But what excited me most was of course the beauty area. Housed on the top floor of the store, the products are displayed on tables and in glass cabinets. Unsurprisingly, the brands that sit alongside Goop’s own products (I can’t wait to try the iconic Exfoliating Instant Facial) are largely ‘clean’ and vegan, such as RMS and Tata Harper.

There are also a bunch of niche products you’d struggle to find elsewhere in the UK, like Miranda Kerr’s Kora goods or the Olio E Osso tints, so it’s worth popping by for these alone. 

If you can't make it down to the boutique, you can actually buy Goop's own products online on CultBeauty.

The store opens this week and will sit on Westbourne Grove until January 2019, so there’s plenty of time to pop by. Although there’s not a lot in the store that’s budget-friendly (take, for example, the £78 water bottle that has a crystal inside), it’s a cool concept space that will amaze and delight your Insta followers and may even see you walk away with a new beauty buy.