Goop brings fragrance pop up to NY

By

Obi Anyanwu

Published
Apr 26, 2017

Goop, the online-native lifestyle brand from Gwyneth Paltrow, is expanding its physical presence with a new pop up in New York City dedicated to its beauty offering and recently launched fragrance, Edition 02, Shiso.

 
The 400-square-foot Nolita pop up, which is named Shiso Psychic after the new fragrance, will house the brand's new scent, which is made from shiso leaf, patchouli, oakmoss and palo santo, as well as the brand’s first scent, Edition 01, Winter that launched in the fall, and candle versions of the new scents. The temporary store will open on April 29 at 252 Mott Street and will remain for one day.
 
Goop launched the Edition 02 fragrance months after the Edition 01 scent that sold out in its first week. Paltrow’s initial plan for the fragrances was to build a collection and launch a scent a season.

The lifestyle brand ventured into skincare in spring 2016 with a line of branded organic luxury products such as face oil, a cleanser, day and night moisturizers and an eye cream. According to Erin Cotter, Head of Beauty at Goop, customers are interested in Goop beauty products for the products’ natural ingredients and the brand’s transparency.
 
Goop is also hosting a brunch event on April 27 to celebrate the launch of its 12-piece beauty and wellness collection with Net-a-Porter. The collection launched on the website on Wednesday. The brand also announced earlier this week that it would be holding a health conference in Los Angeles in June, hosted by Paltrow in person.
 
The Shiso Psychic pop up is not the first temporary store from Goop. The brand operated pop up boutiques in Los Angeles, Dallas and Chicago, and a holiday pop up in New York City in 2015.