Goop opens holiday pop-up shop in Santa Monica with Gwyneth Paltrow’s favorite things


If you want to gaze at the types of gifts tastemaker Gwyneth Paltrow gives to her nearest and dearest, then venture to Brentwood Country Mart, where the actress-entrepreneur’s favorite things (yes, this is Paltrow’s list of favorites, not Oprah’s) are available for sale.

The pop-up shop for Paltrow’s brand Goop takes up residence for the second time in Los Angeles. It will be open from Thursday through Dec. 24.

The 3,000-square-foot Goop Gift space offers everything from the sublime (a new fragrance, Edition 01, $165, for example, is a heady mix of cloves, patchouli, cypress and frankincense) to the over-the-top (LG Styler steam closet, a $2,000 machine that allows you to dry-clean your clothes at home). The extensive offering is laced with doses of humor as well, such as the $15 Consciously Uncoupled keytags and chai-flavored lollipops.


The store is essentially a real-life, touch-feel-and-smell version of the gift guide on Goop’s website, where many items such as the James Perse cashmere plaid blankets ($995) are already sold out. (Earlier this week, we were given a sneak peek of the temporary retail space by Noora Raj Brown, Goop’s vice president of communications.)

The venue is split into categories such as the Health Nut, the Traveller, the Cook and the Lover and offers gift ideas for each segment.

Those items include a $59 kombucha brewing jar, organic face wipes and vitamin C servings in the $198 Flight Pack (on a side note, Paltrow never leaves home without it), white-and-pink cookware and Shiva Rose’s luxe body oil. There are gifts for those who have everything (a Rolex watch priced at more than $10,000), but the only thing that didn’t make the transition from the online guide is a blow-up yurt.

Whether you’re finishing your holiday shopping or hoping for a Paltrow sighting, a team of white-clad staffers will be on hand at the pop-up shop to serve hot chocolate and pumpkin spice lattes, write gift recipients’ names in calligraphy, offer free gift wrapping and emboss, engrave and monogram items for a small fee.

Goop’s pop-up shop, Brentwood Country Mart, 225 26th St. Unit 39, Santa Monica. Open Thursday through Dec. 24,