Goop goes to Target! Gwyneth Paltrow celebrates debut of her new range being sold at popular retailer for less than $40

Gwyneth Paltrow is bringing her GOOP beauty products to the masses.

The new line is called good.clean.goop and is sold at Target and on Amazon.

Unlike its pricier sibling, which includes $58 eye cream, $100 cleanser and $350 serums, the new line all costs less than $40.

The Shakespeare in Love actress, 51, shared the news on Instagram by posting three photos of herself standing in front of a Target store.

“I’d love to meet you soon at @targetat to introduce you to our INCREDIBLE new line of beauty and wellness,” her caption began.

‘@goodcleangoop has been years in the making and I’m so proud of the quality and beauty of this line. Each product contains a cleanical ingredient, a botanical ingredient and a superfood.

“If you’re curious and want to try something affordable and beautiful, head to Target. Comment which product you’d like to try in the meantime and I’ll see if I can send some to a few lucky winners,” she wrote.

Gwyneth debuted the more expensive GOOP Beauty line seven years ago, but the idea for the cheaper line has been in her head for some time.

“I get so confused,” she said in an interview with Bustle. “So this line is actually something we came up with very early on. Maybe ten years ago we thought, “Wouldn’t it be so cool if we could create a phrase that would appear in Target?”

‘We liked the idea of ​​democratizing clean skin care. Then we had a few false starts, especially during COVID, where it was like, “We’ve got to get really lean and tight and just focus on what we’re doing.” And then it came from the background again. I love the products. They’re really good, and they’re really clean.’

It was a huge challenge to make clean products at a lower cost.

‘What happens is you use a lower amount of actives and botanicals and things like that. It’s all about, “At what concentration will this still be effective but affordable?” In certain cases you’re balancing, like, “It would be so nice to have this in there too, but it’s going to make the cost of goods too high,” the Shallow Hal star explained.

But she did it and the products are now available at Target and Amazon. They include The Daily Juice Cleaner for $19.99, the Fruit Facial Exfoliating Scrub and Wide Awake Eye Serum for $24.99 each, the Body Facial Exfoliating Scrub for $29.99 and the Healthy Aging Serum for $39.99 .

The mother of Apple, 19, and Moses, 17, with ex-husband Chris Martin, also spoke to Bustle about what clean means to her.

Joyous: Unlike its pricier brother, which includes $58 eye cream, $100 cleanser and $350 serums, the new line all costs less than $40

Affordable: The Shakespeare in Love actress, 51, shared the news on Instagram by posting three photos of herself standing in front of a Target store. “I’d love to meet you soon at @targetat to introduce you to our INCREDIBLE new line of beauty and wellness,” her caption began

For its GOOP brands, clean means non-toxic.

“I really rely on our product development department here,” she said. ‘We have great scientists. We ban thousands of ingredients from both what we make and what we sell on the site from a multi-brand perspective. Because it is not widely regulated, we have come up with our own do’s and don’ts internally.’

“Although clean has become kind of an umbrella term for a lot of these things,” she added.

‘I think it’s a very beautiful word. My life is super messy, so the idea that you can strive to clean it all up feels refreshing in a way.”