is a modern lifestyle publication and e-commerce shop. Launched by Gwyneth Paltrow in her kitchen in the fall of 2008, goop started as a weekly e-mail newsletter. Today, goop has expanded into a full-on brand with both beauty and clothing lines, goop press books, and a bi-annual wellness summit.


  • Wordpress
  • Spree

Tools & Tech

  • React
  • PHP
  • AWS - Lambda
  • AWS - Gateway API
  • NodeJS


  • Web Development
  • Mobile Development

goop is the lifestyle brand everyone is talking about. As a publication and a store, goop needed a scalable backend that can quickly adjust to ever-evolving requirements and a uniform frontend to bring all systems together.

To unify the frontend, we decoupled the system with React on the frontend and a custom built API on the backend. In order to accommodate the rich content, we modulated our components to work with Wordpress' Gutenberg.

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How Can We Help?

Get in touch to discuss your e-commerce ambitions and we'll help you get there.

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Goop Grass Roots