When Gwyneth Paltrow made headlines for raving about a vaginal steaming session (we still can't quite get our heads around that!) it became obvious that when Goop went into retail, it was going to offer us up something, the likes of which we've never seen before.
Let's start by clarifying that its beauty range is top of the range (if you haven't tried theGoop Beauty G.TOX Malachite + Fruit Acid Pore Purifying Cleanser, £44, give it a go), and the site also plays home to a wealth of hand-picked beauty buys that not only prove there's some serious beauty know-how behind the brand but also serve to further characterise its ethos.
There's a heavy emphasis on sexual well-being for example. A range of vibrators sits unobtrusively among at-home sound healing sets and yoga mats in the 'Wellbeing' section, as does a lubricant that looks chic enough to feature on the glossiest of Instagram shelfies.
Each product featured on Goop's digital shelves has a unique selling point and is there for good reason. There's an appreciation for some of Gwyneth's favourite beauty pros evident too, with ranges from the likes of A-list facialist Jillian Dempsey featured, along with top picks from renowned make-up artist Gucci Westman's range.
Our favourites, though, have to be the more out-there buys. Did you know there's a water bottle that doubles up as a foam roller?! We're a tiny bit obsessed. Jump on the bandwagon and shop through a few of our favourites.
Shop: The Best Beauty Buys On Goop Right Now
Best Buys On Goop
1 of 10Goopgenes Lift + Depuff Eye Masks
Gwyneth Paltrow took to Instagram to extol the virtues of these eye masks. Pricey, yes, and of course, she's going to promote Goop, but infused with nourishing honey locust leaf extract, olive leaf stem cells and niacinamide, they have a lot to offer.
2 of 10GOOPGLOW Dark Spot Exfoliating Sleep Milk
At the top of Goop's bestseller list is the Dark Spot Exfoliating Milk, aimed at reducing uneven texture, wrinkles, dullness and spots. It's gentle on the skin, with a luxurious velvety formula that will leave your skin feeling plumper than ever, thanks to the moisturising extracts of Kalahari melon, jojoba, and aloe.
3 of 10GOOPGENES Clean Nourishing Lip Balm Trio
Gwyneth Paltrow has said that most days, all she wears is lip balm, which is how this lip balm trio came to be. One clear and two tinted, the balms are ultra-moisturising and super-rich. GP herself says that although the formula took three years to perfect it was worth it: "My lips get really dry in the winter especially, and all three balms soothe and moisturize like nothing else.”
4 of 10Goop This Smells Like My Orgasm Candle
After the success of 'This Smells Like My Vagina Candle', Gwynnie went on to launch another candle and this time it smells like her orgasm with tart grapefruit, neroli, and ripe cassis berries. Described as 'sexy, surprising, and wildly addictive'.
5 of 10GOOPGENES All-in-One Super Nutrient Face Oil
Not a fan of facial oils? You haven't tried GoopGenes face oil. Packed with nine potent oils (including bakuchiol, vitamin C superfood and organic amla), the luxurious formula smooths skin, bolsters glow and locks in hydration. Triple tick!
6 of 10G.Tox Himalayan Salt Scalp Scrub Shampoo
This bad boy is designed to be used as a shampoo, no repeat necessary, and followed up with conditioner. The Himalayan salts dissolve as you use it, so it nourishes your scalp (with cold pressed moringa oil too) while it whips away product residue to promote better growth. What a corker.
7 of 10Jillian Dempsey Gold Sculpting Bar
This truly is a luxury buy, it's plated in 24 carat gold! A-list facialist Jilian Dempsey famously uses this on her clients pre-red carpet, Gwyneth herself popped it on her Instagram stories while using it to get ready for the Golden Globes this year. The tool vibrates to boost its massaging effect, and aids lymphatic drainage as it goes, to reduce puffiness.
8 of 10Fur Stubble Cream
No, it might not be the most glamorous thing in the world to consider buying, but we'd say a cream that instantly soothes skin and helps to ward off ingrowing hairs, razor burns and waxing rashes is worthy of a fair bit of respect.
9 of 10Smile Makers The Tennis Coach Vibrator
Yes, Goop sells vibrators. Check this one out. It's part of a range comprised of equally modern and discreet designs of different shapes, and the names are inspired. Here we have 'The Tennis Coach' and the range also includes 'The Millionaire', 'The Frenchman' and 'The Fireman'. Which one are you drawn to...?
10 of 10Megababe Thigh Rescue
Made with aloe vera and pomegranate seed extract, this soothing balm helps to alleviate irritation caused by chafing, making it perfect for those plagued by inner thigh chafing, or anyone who's a regular runner, biker, you name it. Bravo Goop, an inspired addition.
READ MORE: 9 Of Gwyneth Paltrow's Most Outrageous Health Hacks