Local skincare line Emma Lewisham will soon be launched on Gwyneth Paltrow's wellness and lifestyle website Goop, becoming the first New Zealand beauty label to be sold via Paltrow's platform.
The launch sets a new and exciting benchmark for the brand, Emma Lewisham's head of public relations and brand partnerships, Liam Sharma, said in a statement on Monday.
Headquartered in Santa Monica, California, Goop was founded by Paltrow in 2008 and has become a pioneer in the online wellness industry, garnering a cult following - and backlash - for its sometimes unconventional advice and products (think the headline-grabbing 'This Smells Like My Vagina' candle). The platform has a focus on carefully curated non-toxic beauty products, featuring high-profile brands such as Dr Barbara Sturm, RMS Beauty, Ilia, Kosas and now, a three-year-old skincare line from Aotearoa.
With clean beauty a cornerstone of the Goop brand, Lewisham said the partnership with her eponymous, natural and sustainable skincare line was a match made in heaven.
"We're proud to be Goop's first New Zealand brand launch in the company's history. Since our brand's inception, we've set out to create a new vision of beauty through product innovation and sustainability within the industry," the founder said in a statement.
"Our launch across Goop will help Emma Lewisham reach new audiences globally. We're so thrilled to embark on this new journey with Goop."
Developed by scientists and physiologists, Emma Lewisham's science-backed formulas are engineered with up to 30 ingredients that are designed to work in tandem. The brand has also become a trailblazer in sustainability, adopting climate-positive initiatives such as the Emma Lewisham Beauty Circle: a programme and 'circular model' aimed at cutting the company's carbon emissions by encouraging either the recycling of packaging or refilling the receptacles once empty.
In September 2021, the line was named the world's first certified carbon-positive beauty brand under Toitū Envirocare's Climate Positive Certification, garnering a personal endorsement from ethologist and environmentalist Dr Jane Goodall. Emma Lewisham achieved B Corp status in February 2022.
Goop will be bringing to the US market the brand's Skin Reset Serum (RRP US$115), Illuminating Oil Cleanser (RRP US$70), Supernatural Face Crème Riche (RRP US$130) and the Supernatural Face Oil (RRP US$115).
