Goop expands its podcast division

Gwyneth Paltrow's wellness company, Goop, is continuing to expand its podcast division, this time with a focus on clean beauty.

The Beauty Closet, which launched this week, is hosted by Goop beauty editors Jean Godfrey-June and Megan O’Neill. It follows the 2018 launch of its first podcast hosted by Paltrow and Goop chief content officer, Elise Loehnen, and its men’s wellness podcast released in May. 

The goal for weekly podcast is to provide tips and product recommendations, and to tell personal beauty stories, said Godfrey-June. The show already has a lineup of guests including, Nneka Leiba, a scientist at The Environmental Working Group; model and Kora Organics founder, Miranda Kerr; and makeup artist and entrepreneur, Bobbi Brown. The podcast’s first sponsor is Dyson, which is also trying to expand its foothold in beauty.

“When we did our first In Goop Health summit [in 2017], there was this realisation that this new way of delivering and experiencing content was meaningful both for our existing audience and a whole new audience,” said Godfrey-June. 

With beauty bringing in 43 per cent of Goop’s overall revenue, and the segment experiencing 52 per cent year-over-year growth in 2018, according to Goop, it's no surprise that the company is joining many other beauty brands increasingly turning to podcasts to deepen connections with customers and expand beyond products.

Goop's total beauty product sales have also increased 900 per cent over the last three years.