Gwyneth Paltrow's lifestyle brand Goop has a somewhat pretentious reputation. She even trolled herself over it during a recent SNL skit (we LOVE the self-awareness, Gwyn). So when we caught wind of her latest pop-up store and café in Japan—and actually wanted to eat everything on the menu—we were shocked.
The limited-edition Goop location, which will run through May 26, first opened April 19 with a stock of the brand's bestselling lifestyle, beauty, and fashion products including G.Sport workout gear, G.Label's ready-to-wear line, skincare and beauty faves, candles, crystals, and more.
The pop-up was designed as a "livable, shoppable experience," while the new café concept was inspired by Paltrow's passion for Japanese cuisine. "It’s been a longtime dream of mine to open a store in Tokyo, which also happens to be one of my favorite places to eat," she said in a statement, announcing the opening. "In bringing Goop to [Japan], our goal is to further the conversation that it’s acceptable for women to be open about their multiple facets: They can be mothers, businesswomen and own their sexuality, all at one time."
According to WWD, the menu includes Goop's gluten-free, vegan miso kale salad, avocado chocolate mousse, and corn soup with coconut milk. Japan Today also notes the menu will include Chia Pudding with Berries and an array of salads, soups, and open-faced sandwiches. Even if some of the selections sound a little intimidating (read: too healthy), just check out the 'grams. We are admittedly impressed—and surprised.
While visiting Tokyo shortly after the Goop pop-up opening, Paltrow proved she really is as obsessed with Japanese food as she promised. The brand founder filled up on Michelin star-rated sushi and caught up with old friends over soba noodles. Sounds like our kind of trip.
