Gwyneth Paltrow launches Goop Beauty in Italy together with The Beautyaholic's Shop

After a careful restructuring focused on fashion, beauty, and food, Goop Beauty,  the brand founded by Gwyneth Paltrow, has officially landed in Italy. This debut was made possible through an exclusive partnership with The Beautyaholic’s Shop, a Roman boutique renowned for its curated selection of sustainable, high-end beauty brands. Located at Via della Fontanella di Borghese 64, just steps away from Piazza di Spagna, the store now offers Italian consumers the opportunity to explore and purchase Goop Beauty’s iconic products, both in-store and online. The partnership, which is set to last at least a year, represents not just a geographic expansion but a bridge between two worlds: the international landscape of sophisticated lifestyle, and the intimate, personalized approach that defines Italian clean beauty culture.

The Beautyaholic’s Shop: a benchmark for clean beauty in Italy

Founded in 2011 as an online platform and opened as a physical store in Rome in 2016 by Paola Malaspina, a former telecom executive with a deep passion for natural and niche cosmetics, The Beautyaholic’s Shop has emerged as a pioneering force in the Italian green beauty landscape. More than just a retail space, the boutique offers a holistic approach to skincare through education and personalized consultation. Masterclasses, expert-led events, and attentive, tailored customer care elevate the experience beyond a simple purchase — creating a true 360° wellness journey. This philosophy aligns seamlessly with Goop Beauty’s vision, as Malaspina noted in an exclusive interview: “Goop Beauty’s arrival in Italy isn’t just the introduction of a new brand — it’s the confirmation of a concept that blends innovation, sustainability, and luxury in a harmonious embrace. We believe this partnership will bring a breath of fresh air and reshape how Italian consumers approach beauty, enriching the market with products that respect both nature and skin health.”

Innovation meets accessibility: Goop’s new direction

Recently, Goop Beauty has broadened its reach by launching good.clean.goop, a line of skincare and body products targeted at the mass market. Now available at Target and Amazon, this collection upholds the brand’s commitment to clean, non-toxic formulas while offering more accessible price points to reach a broader audience. These strategic choices have paid off: in 2023, Goop Beauty reported a 40% growth in revenue within the beauty segment. While the brand embraces greater inclusivity, it remains dedicated to offering immersive, high-touch experiences through carefully selected niche markets,  always true to its core vision of beauty from within that reflects outward.

New Goop Beauty arrivals at The Beautyaholic’s Shop

Among Goop Beauty’s most exciting launches is the revolutionary mascara-serum hybrid. This innovative 2-in-1 product combines the visual power of a mascara with the restorative properties of a lash serum, delivering volume, definition, and care in a single swipe. It’s a testament to Goop’s commitment to effective, mindful clean beauty, catering to an increasingly discerning and well-informed clientele. Another standout item now available at The Beautyaholic’s Shop is the 3x Retinol Eye Lift Serum, a firming and smoothing eye gel-cream. Its formula includes quinoa peptide to de-puff and lift, caffeine and bisabolol to reduce dark circles, niacinamide to refine texture and tone, and rose stem cell extract with panthenol for deep hydration.

More to discover at The Beautyaholic’s Shop

Goop Beauty’s Italian launch marks a significant milestone in the clean beauty landscape, but it’s only one piece of the curated universe available at Paola Malaspina’s boutique and online store. The selection also includes top-performing brands such as Augustinus Bader (a best-seller), Westman Atelier, Dr. Barbara Sturm, Tata Harper Skincare, Juice Beauty, Noble Panacea, May Lindstrom Skin, Corpus Naturals, Raaie, and Le Rub, just to name a few. Following Goop Beauty’s debut, the shop is also set to introduce Victoria Beckham Beauty, available starting May 19. Malaspina has also expressed interest in expanding into fragrance and supplements, always staying true to the store’s holistic approach to beauty. “It’s incredibly difficult to find fragrances that align with our philosophy,” she stated, underscoring the importance of consistency and integrity across all product categories.