e.l.f. Skin

Founded in 2008, goop is a modern luxury lifestyle brand that curates the ultimate in beauty, wellness, style, food, and travel. Started with a homespun weekly newsletter, goop has evolved into a content driven platform that provides an unbiased and curious approach for the modern-day consumer. goop approaches beauty and wellness from inside and out, using the very best high-performance, active ingredients and clean, nontoxic formulas for powerful, clinically proven results and healthy, glowing skin. “I love this way of taking care of my skin,” says founder and CEO Gwyneth Paltrow. “We really believe in the inside-out approach to beauty.”

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