Inside the first-ever Goop store in London (and there's vibrators and crystals aplenty!)

In case you needed some jade stone vaginal eggs...

16 Oct 2018

When Gwyneth Paltrow launched Goop, no one ever expected the quirky new lifestyle brand that sold 24-carat gold sex toys as a staple to take off.

Goop, which actually began back in 2008 as a newsletter Gwyneth wrote from her kitchen table in Belsize Park, is now worth an estimated £190 million.

And here we are, ten years on, watching the first UK pop-up open in West London.

To celebrate Gwyneth as GLAMOUR UK's first-ever digital cover star, we're taking you behind the scenes at her incredible new store and revealing the relics you can snap up inside.

"This September is a watershed moment for goop. It’s our 10-year anniversary and our London homecoming; the latter sets the stage for the next phase of the business as we expand into international markets. It’s both humbling and long overdue to open a store back in London where goop was born,” said Gwyneth ahead of the launch.

Inside the shop you'll find goop's own product collections including her very own skincare line made from organic ingredients, a clever vitamin programme designed to target the stresses experienced by the modern women, fragrances, a curation of fashion essentials and a delicious body collection designed to cleanse, nourish and detoxify.

As she gave us a tour of the store, Gwyneth told us: “Look, the store has very little wellness in the actual store, the wellness piece is more on the site, it’s more in the content.

"Here we have the exercise floor, it’s a beautiful place for people to come in, explore and our beauty shop upstairs is the most tangible in terms of wellness because we really believe in non-toxic beauty and we really believe in not putting things on your skin that are trans-dermably absorbed, that are full of chemicals and plastics that are really bad for you. We really believe in that intersection between wellness and beauty.”

The pop-up combines elements of California-inspired design, such as natural materials, as well as Zen influenced monochrome paintings of Yves Klein and plenty of medicinal plants.

Can we move in, please?