It’s also Goop’s first color cosmetic, and certainly will not be the last. Real Goopheads will remember when Paltrow consulted on a line of makeup for Juice Beauty seven years hence, which endeavored to combine clean ingredients with red-carpet performance. That line included 78 shades of liquid foundation, blush, eye shadow, concealer, lipstick, and more. Colorblur is much lower maintenance — one cream formula, five shades, only a fingertip needed to apply. Paltrow tested them by walking around Goop’s Santa Monica headquarters, making her employees blush. “And they work on everyone,” she says, with satisfaction. She was so excited that she could not help herself, and so she phoned Allure to share the news.
This conversation has been edited and condensed for clarity.
Allure: Congrats on Colorblur! Why a cheek color for Goop’s first color launch, and how are you using it so far?
Gwyneth Paltrow: This is a really perfect foray into color for me because I’m obsessed with skin care and exfoliation, and I have dry skin and aging skin and sun spots and all that. I’ve also been kind of makeup-averse my whole life. But I do like that subtle boost you get from a good mascara or a cheek color. It’s just so good.
I’m still using the original little tiny pots that we got from the Co-Man [contract manufacturer], so I don’t know which one is which, but I use all of them. This summer, I went into the more bronze and terracotta one. In the evening, there’s one that looks almost fuchsia in the pot that’s really nice.
Allure: This is a big launch for Goop, and it’s also your 15th year in business. How might you describe this moment in Goop’s history?
GP: Well, I think we’re always pursuing a new iteration of ourselves, and in a way I’m like, ‘Wow, it took us a really long time to make color,’ but everything that we’ve done has kind of been so organic over time that it kind of makes sense that we would go into color on our 15th anniversary. It’s a good way to make a splash.
Allure: You started Goop as a newsletter very much in your voice. Does it still feel like Goop is GP, all of the time?