Gwyneth Paltrow's new shop Goop Lab is like snooping around her LA home

The star has just opened her first standalone brick-and-mortar shop in Los Angeles - and yes, there's 'Sex Dust' in the bathroom
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Liz Connor20 September 2017

Since she set up her blog Goop in 2008, Gwyneth Paltrow hasn’t been shy of sharing some weird and wonderful shopping tips with her readers - from spicing up your love life with vagina eggs and organic condoms to spritzing your pad with psychic vampire repellent to banish bad vibes.

Now fans of Goop can get even closer to living the Gwyneth lifestyle 24/7, as the star has just opened her first standalone brick-and-mortar shop in Los Angeles.

Located in trendy celebrity neighbourhood Brentwood, the shop, called Goop Lab, has been designed to feel like you’re walking into the star’s own chic West Coast bungalow.

In typical Gwyneth style, this is not your average studio flat in zone 3: as well as a living room and kitchen the the 1,300 square foot space boasts an apothecary, mudroom, greenhouse and porch, where you can shop for some of Gwyneth’s must-have home buys.

Visitors can go snooping through her bathroom cupboards for the best green beauty products, or rifle through her kitchen cupboards to find the perfect rose gold casserole dish for their next vegan dinner party.

Shoppers will recognise many of the products from Gwyneth's blog, such as her bedroom-approved "Sex Dust" - a powdered aphrodisiac which sold out on Goop after Gwyneth told her readers about its "primordial" powers.

Adding a string to her bow: Gwyneth Paltrow
Getty Images for Airbnb

The shoppable home has been designed by Gwyneth’s personal interior designers Robin Standefer and Stephen Alesch of Roman and Williams.

This is the brand’s second collaboration with the pair, following a brief pop-up store in New York.

Jessica Sample for Goop

"I want people to feel like they are coming into a home," Paltrow told Vogue.com of the store's concept. "I didn't want it to feel quintessentially breezy Los Angeles. I wanted it to have a bit of an edge."

In addition to Gwyneth's pick of her favourite clean beauty, wellness, home and gardening products from Goop's online shop, Goop Lab will also host a special four-piece shoe collaboration with Gwyneth's close friend, Christian Louboutin.

Gwyneth, 44, took to Instagram to share her excitement over the boutique.

“Dreams come true. Come see us!" she captioned the snap.

"We see the store as an extension of @goop HQ: You'll see our food editor cooking in the kitchen at events or our beauty buyers trying out the in-store beauty services."

The Goop store opens officially to the public on Saturday, September 23.

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