Goop is discontinuing its mass-market beauty brand, Good Clean Goop, less than two years after launch, following the end of its retail partnership with Target.

WHO: Released in 2023, Good Clean Goop is a wellness collection offering skincare, haircare, and bodycare products formulated with clean, clinically proven ingredients, all priced under $40. The brand launched in Target and on Amazon, offering an accessible entry point compared to Goop’s premium-priced beauty offering.

WHY: The line struggled to gain traction. Puck reported that Good Clean Goop was in the bottom 15% of beauty brands at Target.

IN THEIR OWN WORDS: "Good.clean.goop introduced many new customers to the goop brand," a Goop spokesperson said in a statement to Business Insider. They described it as "part of a broader strategic shift, focusing on its core business and upcoming initiatives where we're seeing significant momentum."

DETAILS:

• The brand's Instagram profile has not posted since October 2024.
• Some products are available on Amazon, with most of the assortment being discounted.
• In June, Goop partnered with Ulta Beauty to launch its primary line in 800 stores.