Gwyneth Paltrow’s lifestyle brand has teamed up with Nordstrom to bring a ton of Goop goodies to its stores via Pop-In@Nordstrom.

Goop-In@Nordstrom will feature wellness-focused products curated by Paltrow’s team, including apparel, accessories, beauty, and home. Customers will be privy to Goop’s luxury skincare lines and hand-picked items from the brand’s digital shop, like the goop Medicine Bag ($85) and Hemsley & Hemsley Spiralizer, ($65).

Each shop will be merchandised as an enclosed living space and will translate Goop’s holistic approach to wellness into a tangible experience, with “products mostly fitting into one of three categories: what we put on our bodies, what we put in our bodies, and how we treat our bodies,” Goop announced in a statement.

The collaboration marks the first time Goop has worked with a major retailer in this capacity, and also the first time the brand will have a concurrent retail presence in multiple markets at once.

“We love how Goop has created a lively community around everything from zoodles to Zen,” Olivia Kim, Vice President of Creative Projects at Nordstrom, said in a statement. “They have a way of conveying wellness concepts so they are not only easy to understand, but also adopt and make a habit into a ritual. Whether it’s through health, fitness, or food, or whatever is manageable through your day, integrating self-care should be easy!”

Paltrow also shared her excitement about the opportunity, adding, “Our pop-ups have been an incredible opportunity to really connect with our readers and shoppers across the country—this partnership with Nordstrom allows us to provide that experience on a heightened level of scale, touching new markets and shoppers in the process.”

Goop-In@Nordstrom will run from May 12 to June 25 in select stores, including The Grove in Los Angeles, Calif. and Miracle Mile in Chicago, and online as well.

 

By Brandi Fowler