Gwyneth Paltrow’s odd store Goop

You’ll find an odd but trendy array of goodies on sale at Gwyneth Paltrow’s wacky emporium, from vaginal eggs to vampire repellent!

YOU have to hand it to Gwyneth Paltrow. She’s been mocked mercilessly for everything from her penchant for “consciously uncoupling” to her website and “lifestyle brand”, which has been labelled seriously wacky, elitist stuff. But does she retreat behind her curtain of flaxen hair? She does not.

In fact, Gwynnie so believes in her brand she’s taken things one step further and opened a shop – the actual bricks and mortar kind – where fans of her goodies can browse in real life and pick out something she endorses. And just in time for Christmas too!

So if you happen to find yourself in Brentwood, Los Angeles, where the ridiculously rich and often famous live, make a point of finding the Goop Lab. It sells all sorts of delights.

JUST LOOKING, THANKS

The apothecary has shelves stacked with detox kits, Sex Dust, Moon Dust, Psychic Vampire Repellent and a pouch with healing stones, which includes “the goddess stone” chrysocolla.

In the kitchen area there are books with titles such as Foraged Flora and Dinner Diaries: Reviving the Art of the Hostess.

There are also household goods aplenty that cost a pretty penny – the cheapest item on offer is a glass tumbler priced at $18 (R243). But it isn’t just any old glass, mind – it “miraculously works for both ice cold and blistering hot beverages”. So, like a flask! Wow!

A rolling pin, made with wood reclaimed from the Atlantic City boardwalk, goes for $50 (R675).

The living room contains racks of clothing, where a simple white T-shirt will set you back $98 (R1 323) while for black party pumps GP created in partnership with Christian Louboutin you’d have to fork out $895 (R12 082,50).

The mudroom “was inspired by a room in an English cottage where you can just kick off your wellies and store your gardening tools”, says Brittany Pattner, Goop’s creative director.

Here you won’t only find muddy boots – much less a hint of grime – but there are gardening supplies, including scissors with gold handles for $72 (R972) and “buttery and soft” deerskin gloves for $48 (R648).

LA Weekly says the shop looks as though “it could’ve been ripped out of Gwyneth’s Hamptons home and transported to LA”.

The publication also describes it as “equal parts ridic and chic as f**k”.