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Gwyneth Paltrow's cult wellness brand plops into Austin with pop-up market

Gwyneth Paltrow's cult wellness brand plops into Austin with pop-up

Gwyneth Paltrow goop founder
All this could be yours — with a visit to the Goop market. Goop/Facebook

Hear that sound? It's the whir of Magic Bullets across Austin blending up tumeric smoothies in anticipation of this news: Goop is plopping into Austin. The cult wellness brand is bringing its signature pop-up series to South Congress Avenue beginning March 1. 

Known as Goop Mrkt, the limited time experience is part store, part wellness experience, and will take up residence at 1204 S. Congress Ave. Through April 28, customers can peruse a "tight edit" of apparel, accessories, and clean beauty essentials, as well as products from Goop's own apparel, wellness, fragrance, and skin care lines.

"For the duration of the pop-up, consumers will be able to sign up for enriching workshops, wellness treatments, workout classes, and conversations as a full immersion into the Goop lifestyle," organizers teased in a release. 

Among the Goop-approved activities slated are sound baths, color therapy, aura photography and energy clearing. And, for the first time ever, Austin's Goop Mrkt will feature treatment rooms for one-on-one experiences such as tarot card readings and facials. 

“Thought-provoking conversation, nurturing self-care, and luxurious, efficacious products. We’ve always dreamed of infusing that sensibility into a retail space,” said Melanie Ramer, vice president of retail at Goop, in a release.

According to Goop, the evocative, 2,300-square-foot retail experience was inspired by Austin and the Southwest. Sasha Adler of Chicago-based firm Sasha Adler Design, "incorporate[d] the natural elements that define the city into the interior of the shop, such as the city’s iconic lake and trees, which are brought to life through the scenic photography and an indoor courtyard."

After stepping inside from outside into the inside designed to look like the outside, customers can peruse Goop-approved, Austin-centric items such as Brahmin leather goods, Vintner's Daughter skin care products, and even personal items like those from Smile Makers. 

“With Goop MRKT Austin, we took the beautiful, evocative retail experience that Goop is known for and cherry-picked some of our favorite self-care activations to create a true extension of the Goop brand,” Ramer continued.

Guess it's time to get Goopin'.