Goop Beauty , the wellness -rooted brand founded by Gwyneth Paltrow , is entering a new phase as it rolls out across 800 Ulta Beauty stores nationwide on Sunday. With six products featured on Ulta’s “Brand New Skincare We Love” endcap, the brand is expanding in masstige retail after first launching online on Ulta.com in June.

“We’re off to a really strong start online on Ulta,” Paltrow told WWD, citing the $68 72-Hour Supercharged Hydrating Water Cream Moisturizer and the $38 Daily Detox Foaming Cleanser as early standouts with consumers. “I do like the challenge of trying to understand, who is the Ulta customer and what is she looking for, and what is her age, and how does she want to be spoken to?”

The expansion comes amid a larger recalibration at Goop. After reportedly layin

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