• Join Puck

    Directly Supporting Authors

    A new economic model in which writers are also partners in the business.

    Personalized Subscriptions

    Customize your settings to receive the newsletters you want from the authors you follow.

    Stay in the Know

    Connect directly with Puck talent through email and exclusive events.

  • What is puck? Newsletters Authors Podcasts Events Gift Puck Careers

The Goop, the Bad, and the Ugly

Gwyneth Paltrow’s beauty-slash-wellness-slash-lifestyle brand has struggled to reinvent itself amid a series of executive shake-ups, missed revenue targets, and the unpredictability of Gwyneth, herself. Now, Goop is doubling down on its beauty business—and trying to get in on the peptide craze.

Inner Circle Exclusive
Gwyneth Paltrow
Gwyneth told her employees they had to relocate to L.A. or find new jobs. And the G. Label brand, which relaunched in September as Gwyn, doesn’t appear to have moved the needle. Photo: John Nacion/Variety/Getty Images
Rachel Strugatz
January 29, 2026

Join Puck to listen to this article

Earlier this week, Goop unveiled its latest attempt to kickstart the business: a rich moisturizer infused with NAD+, the suddenly inescapable gray-market peptide that’s alleged to slow or reverse the signs of aging. Of course, NAD+ is hard to deliver through the skin, which is why everyone you know is injecting it. But Goop Beauty’s Youth Boost, its new $105 cream, attempts to get around the limits of biology by including a precursor molecule that’s more “bioavailable” in skincare. “We started talking about emerging science around longevity and topical NAD,” Goop founder Gwyneth Paltrow recently told WWD. “And it works topically as well.”

Inner Circle Exclusive

Join us in the Inner Circle

Becoming an Inner Circle member now takes you even more inside to exclusive coverage you won't get anywhere else
Join Inner Circle
  • Exclusive bonus days of select newsletters
  • Exclusive access to Puck merch
  • Early bird access to new Editorial and Product features
  • Invitations to private conference calls with Puck authors