SF goes Goop: Gwyneth Paltrow to set up permanent storefront, health summit in the bay

Photo of Amanda Bartlett

Actress turned spiritual health and wellness mogul Gwyneth Paltrow is bringing her brand to the bay – psychic vampire repellent, $68 rose quartz crystal straws, controversial jade eggs and all.

In November, 2121 Fillmore St. will transform into Goop Lab's permanent San Francisco home, a minimalist chic bungalow inundated with leafy potted plants and a rotating selection of the brand's luxury beauty products, clothing and home décor.

The new boutique will follow the implementation of four other brick-and-mortar storefronts, located in Los Angeles, Montecito, New York and London. It's not Goop's first time setting up shop in San Francisco, though the brand's initial appearances were fleeting.

In May 2016, a Goop Mrkt pop-up stood in the Frank Lloyd Wright Building on Maiden Lane for just a few weeks. And last winter, Goop GIFT festooned another Fillmore Street location with a real-life version of their bizarre holiday gift guide.

San Franciscans were tantalized. According to The Chronicle, the city ranks fourth among Goop.com's most engaged markets in the country. Bay Area shoppers also spent the most out of three U.S. locations temporarily offering Goop GIFT products for the holiday season.

"On Fillmore, we found that the foot traffic was strong, and customers were interested in shopping, attending events and building community," Melanie Ramer, Goop's vice president of retail told The Chronicle. She added that the San Francisco location had sales coming in at 26 percent above projections.

If a boutique entirely devoted to sterile "clean beauty apothecary" isn't enough for San Francisco's changing landscape, Paltrow is descending upon the East Bay herself. She'll appear in Richmond for the In goop Health summit on Nov. 16.

While the $2,500 Summit Pass Plus is sold out, your one-way ticket to spiritual advice, vitamin B12 shots, pep talks from a panel of experts including presidential candidate Marianne Williamson and other "surprises" costs $1,000.

Learn more about In goop Health and read the rest of The Chronicle story here.

Amanda Bartlett is an SFGate editorial assistant. Email: amanda.bartlett@sfchronicle.com