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Midnight in the Garden of Goop and Evil

News and notes on the latest beauty industry chatter: Goop’s brick-and-mortar expansion, and the executive shuffle at Pat McGrath Labs.

gwyneth paltrow goop
Gwyneth Paltrow’s self-care and treatments have always been part of her personal brand, so it makes sense to bring in higher-tier facialists and other practitioners not readily accessible to plebes. Photo: Neilson Barnard/Getty Images for goop
Rachel Strugatz
July 10, 2024

The latest addition to the Goop offline universe opened last week in Larkspur, at the Marin Country Mart, an upscale-y outdoor mall that also includes The RealReal, Todd Snyder, Diptyque, Le Marais Bakery, etcetera. For the first time, the new location will have a treatment room where customers can get “experiential facials” and presumably other yet-to-be-announced services. The treatment room, which will be open for booking in the next few months, will be “primarily centered” on new Goop Beauty products, said a Goop spokesperson.