Goop go there! Gwyneth Paltrow debuts her new collection, available at a popular retailer for under $40

Gwyneth Paltrow brings her GOOP beauty products to the masses.

The new line is called good.clean.goop and is sold at Target and on Amazon.

Unlike its pricier sister product, which includes a $58 eye cream, a $100 cleanser and $350 serums, the new line all costs less than $40.

The 51-year-old “Shakespeare in Love” actress shared the news on Instagram by posting three photos of herself standing outside a Target store.

“I would love to meet you at @targetat soon to introduce you to our AMAZING new beauty and wellness range,” her caption began.

“@goodcleangoop has spent years developing and I am so proud of the quality and beauty of this line.” Each product contains a cleansing ingredient, a botanical ingredient and a superfood.

“If you’re curious and want to try something affordable and beautiful, go to Target. Comment which product you want to try in the meantime and I’ll see if I can send some lucky winners,” she wrote.

Gwyneth launched the more expensive GOOP Beauty line seven years ago, but the idea for the more affordable line had been in her head for some time.

“I’m so confused,” she said in an interview with Bustle. “So this line is something we came up with very early on. Maybe ten years ago we thought, “Wouldn’t it be so cool if we could create a phrase that would appear in Target?”

“We liked the idea of ​​democratizing clean skin care.” Then we had some missteps, especially during the COVID-19 crisis, where we thought, “We need to get really lean and toned and just focus on what we’re doing.” And then it came back from the background. I love the products. “They are very good and very clean.”

It was a big challenge to produce clean products at a lower cost.

“What happens is you use a smaller amount of active ingredients and botanicals and the like.” It is a question of: “At what concentration is it still effective, but affordable?” In certain cases, you weigh things up, like, “It would be so nice to have that too, but it would make the cost of goods too high,” the Shallow Hal star explained.

But she did and the products are now available at Target and Amazon. These include the Daily Juice Cleaner for $19.99, the Fruit Facial Exfoliating Scrub and Wide Awake Eye Serum for $24.99 each, the Body Facial Exfoliating Scrub for $29.99, and the Healthy Aging Serum for $39.99.

The mother of Apple (19) and Moses (17) with ex-husband Chris Martin also spoke to Bustle about what cleanliness means to her.

Joyous: Unlike its pricier sibling, which includes a $58 eye cream, a $100 cleanser, and $350 serums, the new line is all under $40

Affordable: The 51-year-old “Shakespeare in Love” actress shared the news on Instagram by posting three photos of herself standing outside a Target store. “I’d love to meet you at @targetat soon to introduce you to our AMAZING new beauty and wellness range,” her caption began

For GOOP brands, “clean” means non-toxic.

“I really rely on our product development department here,” she said. “We have great scientists.” From a multi-brand perspective, we eliminate thousands of ingredients from both our manufacturing and what we sell on the site. Since it is not widely regulated, we have come up with our own dos and don’ts internally.”

“Although ‘clean’ has kind of become an umbrella term for a lot of these things,” she added.

“I think it’s a very beautiful word. My life is totally chaotic, so the idea that you can try to fix everything feels refreshing in a way.”