MILAN – Gwyneth Paltrow’s Goop Beauty brand is officially expanding into Italy, marking a significant step in its international growth strategy. On May 8, 2025, Goop Beauty launched its products in the Italian market through an exclusive partnership with The Beautyaholic’s Shop, a local retailer known for its curated selection of high-end clean beauty brands.
Founded in 2011 by Paola Malaspina, The Beautyaholic’s Shop began as an online platform and opened a physical location in Rome in 2016. Located just a five-minute walk from the iconic Spanish Steps, the store has cultivated a loyal following for its commitment to sustainability and quality in the beauty sector. Malaspina has been a driving force in introducing innovative and clean beauty products to Italian consumers.
“We’ve been talking with them for quite some time. We were already the first to launch Juice Beauty here in 2017,” Malaspina told WWD, referencing the brand where Paltrow served as creative director after investing in it in 2014. Juice Beauty, founded in 2005 by Karen Behnke, is set to liquidate its assets, highlighting the changing landscape of the beauty industry.
The partnership with Goop Beauty will enhance The Beautyaholic’s Shop’s existing assortment of approximately 40 brands, including prominent names like Augustinus Bader, Noble Panacea, and Tata Harper Skincare. Malaspina expressed excitement about the collaboration, stating, “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.”
As part of its expansion, Goop Beauty recently launched its good.clean.goop line, which offers skincare and body products at more accessible price points. This line is available at major retailers like Target and Amazon, reflecting Goop’s commitment to clean, non-toxic formulas while reaching a broader audience. In 2023, the brand reported a remarkable 40% growth in revenue within its beauty segment.
The Beautyaholic’s Shop will initially focus on introducing Goop’s skincare and body care products, including the much-anticipated 3x Retinol Eye Lift Serum and a revolutionary mascara-serum hybrid. These products exemplify Goop’s dedication to effective and mindful clean beauty, catering to a discerning clientele that values quality and sustainability.
In addition to Goop Beauty, The Beautyaholic’s Shop is preparing to launch the Victoria Beckham Beauty range starting May 19, 2025. Malaspina noted that the approach to this brand differs significantly, as it originated in the fashion industry and has a unique narrative that appeals to consumers looking for luxury and exclusivity.
“The approach in this case was different. It’s a completely different brand — it comes from fashion and moves as a fashion company,” Malaspina explained. This strategic choice aligns with the store’s philosophy of prioritizing customer experience and storytelling over sheer volume.
Malaspina’s commitment to integrity and quality is evident in her selection process. She has made the conscious decision to curate a collection of brands that align with her ethical standards, even if it means sacrificing higher profit margins. “We may never make big money, as we carry only brands that fully convince us,” she said, emphasizing the importance of credibility in the beauty market.
In terms of customer demographics, The Beautyaholic’s Shop has evolved to attract a diverse clientele, with the core customer base now aged between 35 to 55 years. Approximately 30% of the customers are international, reflecting the store’s appeal beyond local borders. Malaspina’s goal is to engage younger customers through the introduction of makeup, which has broadened the store’s reach.
Looking ahead, Malaspina is exploring the possibility of expanding into fragrances and supplements, aligning with the holistic approach to beauty that defines her store. “It’s incredibly difficult to find fragrances that align with our philosophy,” she noted, indicating the challenges of maintaining consistency across product categories.
As The Beautyaholic’s Shop continues to grow, Malaspina is also considering the introduction of in-store services, such as facials and beauty treatments, to enhance the customer experience further. “Being independent is beautiful, but every step you take comes with a challenge,” she acknowledged, hinting at the potential for welcoming investors to support her vision for expansion.
With Goop Beauty now on Italian shelves, consumers can expect a fresh perspective on beauty that emphasizes both luxury and sustainability. The partnership between Goop and The Beautyaholic’s Shop represents a significant moment in the clean beauty landscape, promising to reshape how Italian consumers perceive and engage with beauty products.
As Malaspina aptly summarized, “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.”
