OVERVIEW

goop exists to help women in the pursuit of always becoming—curious, expansive, unapologetically themselves. They seek out what’s best in beauty, wellness, style, and culture, marrying expert knowledge with an irreverent eye.

VISIT SITE ︎︎︎

Project Type
Site Design
Digital Strategy
Art Direction
Design Direction

Agency 
1r.agency

Role
Design Director
Strategy Lead
Design + Dev Oversight

APPROACH

A hub for brand evolution.

In Spring 2025, 1r partnered with goop to reimagine its digital experience—bringing together the brand’s editorial authority and expanding e-commerce platform. The work focused on elevating brand perception, refining storytelling across content and product, and creating a more seamless path to purchase.

STRATEGY

A curated journey of organic discovery.

We set out to reimagine goop’s brand and product storytelling by auditing the existing site, developing consumer personas, and conducting a holistic competitive analysis. From this foundation, we defined a vision that transformed the site from a traditional e-commerce platform into a destination for an aspirational lifestyle. The focus shifted from simply selling products to immersing users in the world goop represents.

To bring this to life, we restructured the information architecture to spotlight core franchise categories and elevate curated experiences like Gwyneth’s picks—encouraging organic discovery along the way.

DESIGN

Ushering in a new vision.

Rooted in aspiration and lifestyle, the challenge was to craft a digital presence that feels both elevated and effortless. We defined a sophisticated font pairing with thoughtful alignments and casing inspired by the iconic goop logo. A warm yet neutral color palette was chosen to let media shine without distraction.

The digital art direction took inspiration from iOS with blurs, panel overlays, and sticky buttons that keep utility handy. At the core, the experience centers the product to make shopping seamless, while editorial supports long-term engagement and loyalty through emotional resonance. Combined with device-specific UX, the result is an experience that feels modern, intuitive, and unmistakably goop.