Pure Beauty

How the wellness takeover of mass retail is changing the beauty landscape

By Jo Allen | Published: 17-Dec-2023

As mass beauty retailers devote more shelf space to wellness lines, where will this leave beauty brands in 2024?

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This article was originally published in the Future Of Beauty Trend Report. Receive your copy here

When Gwyneth Paltrow says that she would love to meet up with you in Target to introduce you to her new line, it’s a sure sign that wellness has come to the masses.

An Instagram post from the Goop founder last month highlighted the debut of the brand’s more affordable diffusion line into the mass market US retail chain.

Good.Clean.Goop marks a turning point for the brand, which has until now been associated with high end wellness.

“Gwyneth Paltrow was really the original wellness brand and authority,” says Lauren Leibrandt, Director for Beauty and Wellness Investment Banking at Baird.

“She once famously shared a smoothie recipe on Goop’s website that, if you were to tally up the price of all the ingredients, would cost $200, so wellness has gone from a sort of status symbol to way more democratised and accessible.

“It will be interesting to see if her line can translate from a luxury, highly aspirational price point to the $30-$40 range.”

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