Gwyneth Paltrow To Open First Goop Beauty Pop-Up Shop In New York City

Gwyneth Paltrow is expanding her Goop empire with the brand’s first-ever beauty pop-up shop.

After opening her first pop-up location in New York in November 2015, with subsequent shops opening in San Francisco and Los Angeles, the 44-year-old actress is set to unveil her first all-day shop, Shiso Psychic (By Goop), dedicated to all things beauty, opening at Manhattan’s 252 Mott Street on April 29.

Related: Gwyneth Paltrow’s Very NSFW Goop Sex Issue Is All About $1500 Sex Toys And Butts

According to Women’s Wear Daily, the new shop will focus on fragrance with a specific emphasis on Goop’s Edition 02 – Shiso scent, the latest fragrance from the modern lifestyle brand after their Edition 01 – Winter, which launched in the fall online.

Erin Cotter, the head of beauty at Goop, describes the new scent to WWD as “homeopathic,” noting it’s composed of mainly natural elements like, “shiso leaf, patchouli, oakmoss and palo santo.” She calls it “an intersection of natural and artisanal.”

Related: Gwyneth Paltrow’s Goop Delivers Annual Holiday Gift Guide: Portable Yurt, Dennis Hopper’s $150,000 Record Collection And More!

Both perfumes from the brand will reportedly be sold at the pop-up shop for approximately $224, with candle versions at $97. As Cotter describes, the 400-square-foot space will also feature photographs of the new perfume’s ingredients, as well as elements of “greenery and neon signs.”

“The fact that it’s the last frontier in terms of beauty categories to be sold online brings a unique challenge,” Cotter says, noting that she wishes to eventually develop up to six scents. “That’s where having a very strong point of view, as well as fantastic storytelling, is really critical.”

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