Gwyneth Paltrow’s Goop is opening a pop-up shop in London

Just when we all thought London pop-ups couldn’t get any more extreme, enter Goop – Gwyneth Paltrow’s lifestyle brand – which is setting up a temporary shop in the capital for the very first time.

Details about the pop-up, which will open in Notting Hill – naturally – from Tuesday September 25, are pretty scarce. But, if last year’s ‘Goop Gift’ pop-up in New York is anything to go by, Londoners can be treated to shelves full of Goop-approved gifts and wellbeing products. Disclaimer: in the past Goop has recommended an £11,000 gold-plated dildo, jade vaginal eggs (whose efficacy was panned by doctors) and £300 nipple clamps, while its New York pop-up shop let customers build their own ‘Grey Goose Espresso Martini gift set’. 

Londoners who do venture inside have been promised ‘an opportunity to experience Goop’s values of balance and personal enrichment, range of quality products and holistic approach to wellbeing’. But if anyone offers you a vaginal steamer, think carefully. 

The Goop pop-up shop opens its doors on 188 Westbourne Grove, W11 2HR, from Tuesday September 25 to January 27 2019.  

Not convinced by the old vaginal steamer? Try these London saunas instead.