Gwyneth Paltrow’s Goop bags pop-up space at Harvey Nichols

The news comes on the back of the brand making its Notting Hill pop-up a permanent retail space

Gwyneth Paltrow’s beauty and lifestyle brand Goop is expanding its UK retail presence with a new concession at Harvey Nichols in London.

This is the brand’s second retail experience to open in less than 12 months in the capital after its Notting Hill pop-up become a permanent store in January.

Inside, the space is said to merge British and Californian features with traditional floral prints and toiles in colours inspired by the US state.

“We love the community we’ve created around our Notting Hill, and the Harvey Nichols shop-in-shop allows us to expand on that community.” said Paltrow.

As well as selling own-brand beauty products it will also offer lines from Dr. Barbara Sturm, Vintner’s Daughter and Tata Harper.

Jo Osborne Harvey Nichols’ Beauty and Concessions Director added: “We are extremely excited to welcome Goop to our fourth floor at Harvey Nichols.

“As our Knightsbridge store goes through a transition this year, we’re confident that with the assortment of brands Goop will be bringing in [...] this will complement our existing offer perfectly, and we’re looking forward to our customers experiencing this.”

Despite the business’ success, Paltrow came under fire for “misleading” advertising of her brand’s beauty products last year.

Customers listening to her radio interview on BBC’s Radio 4 programme said her addiction curing and infertility treating claims were “mumbo jumbo” and were more than 113 ‘misleading’ and ‘dangerous’ reports were made to the ASA.

Read more customer reactions here.

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