Goop Pops Up In Los Angeles

The fashion and beauty world went a little nuts last week after actress and curated lifestyle guru Gwyneth Paltrow posted a photo on Instagram promising the upcoming arrival of a goop pop-up store. If you aren’t familiar with goop, it’s an incredibly popular digital media and e-commerce company founded by Ms. Paltrow. “Gwyneth started goop in the fall of 2008 to share all of life’s positives,” the official website explains. From delicious recipes to fashion and everything in between, goop is a curated lifestyle site and accompanying publication.

Gwyneth Paltrow

Lovers of goop were thrilled by the prospect of their favorite online lifestyle destination being transformed into a tangible shop like Paltrow’s Instagram photo suggests. Although it isn’t certain what will be for sale in the Los Angeles pop-up, many fashionistas are already speculating what might be inside. Here’s what Refinery29 had to report:

Here’s what we know: From the look of the Instagram photo, it’s safe to assume the location of the shop is indeed The Brentwood Country Mart (which means Paltrow’s neighbors will include the chic likes of Jenni Kayne and Pressed Juicery). We also know, thanks to the dusty, familiar barn door, that the pop-up will be open from May 5 to 11 – meaning there’s still time to book a flight and pack your bags, non-West Coasters.

Will there be makeup? Clothing? Artisan goods for all of one’s lifestyle needs? Maybe many of Paltrow’s celebrity friends will be there, or even Paltrow herself. There are many unknowns, but one thing’s for certain: goop and all of its lovely lifestyle treasures will undoubtedly be missed after its quick stint in LA.

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