The New Goop Lab on Fillmore Is Shockingly Tame and Perfectly Pretty

Gwyneth Paltrow’s Goop is famous for extravagant gift guides and questionable wellness advice, so you might expect the new Goop Lab in San Francisco (2121 Fillmore Street) to be the physical embodiment of those same qualities. On the contrary, it’s an unnervingly lovely “everything” store, with a combination of cookware and cookbooks, housewares, clothing, jewelry, clean beauty products, and a few sex toys.

The company describes the space, designed by Ronen Lev, as “a unique blend of California minimalism and European charm.” The shop is designed for interactive pop-ups and trunk shows, so you know there are plenty of parties in Goop’s future.

As for the present—and perhaps presents—the San Francisco Goop Lab assortment feels relatively…accessible? We spotted a $35 glass tea kettle, the prettiest pink cookware set from Greenpan (10 pieces, $300), and a pair of Sperry x Goop duck boots for $180. Even the vibrators were modestly priced at $55 each. The most outrageous item we saw was the $195 gold sculpting bar—a.k.a. the more expensive cousin of the facial roller—but even that didn’t come across as especially unreasonable; it’s actually gold, and people are regularly spending around $40 on a jade or rose quartz roller.

This “accessible luxury” approach to retail makes perfect sense. For anyone who’s spent years gawking at over-the-top Gwyneth-recommended products that cost many thousands of dollars, most items in the Goop Lab are within reach. Did you walk in planning to spend $270 on a Staub x Goop ceramic pot? Of course not! But Staub is always pricey, and it was just so damn pretty, and—finally!—you can be one step closer to that perfectly-curated Goop lifestyle. It’s the same reason that fashion houses sale fragrance and sunglasses; those are entry-level purchases that customers will splurge when they want to tiptoe into a lifestyle brand.

Overall, Goop Lab is beautiful space that touches on multiple facets of a customer’s life—home, fashion, wellness—and offers products that can make that life a little Goopier. If you like Goop as a website, you’ll love the store. Even if you just visit to hate the place, Gwyneth and Co. will happily welcome you in.