Gwyneth Paltrow’s Brand Pop Up Is Dedicated to Beauty

Founder and CEO of e-commerce lifestyle site, Goop Gwyneth Paltrow opened a holiday pop up shop in 2015 highlighting a curated assortment. Now, Shiso Psychic (By Goop), will open in New York City with an all day- pop up on April 29 at 252 Mott Street. This will mark Goop’s first pop up shop devoted to beauty. The 400 square foot space will focus on fragrance, featuring the latest scent, Edition 02, Shiso, which launched earlier this month.

Since the fragrance is sold online, the Shiso Psychic pop up will create an environment and opportunity for customers to sample scents and their mystical properties. Edition 02, Shiso is made up entirely of rare, all-natural elements infused with the ability to entrance, heal, and transform.

Key notes include Perilla, Oakmoss, and Palo Santo. “Shiso, for me, is about the raw, sensual, mystical energy of spring. I love the spicy green airiness”, noted Paltrow. “I think of crushed stems and ancient exotic woods—and the joy, healing, and clarity

The plant essences (shiso, palo santo, and oak moss, to name a few) bring to the wearer.” The pop up will sell the eau de parfum of Edition 02 and Edition 01 for $165 and the candle versions for $72.

Shisho Psychic

(By Goop)

Saturday, April 29

11AM-8PM

252 Mott Street

Photo: Courtesy