The Gwyneth Paltrow-founded line is Thirteen Lune's first ally brand.

By Kayla Greaves
Apr 06, 2021 @ 10:51 am
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If you're a fan of Gwyneth Paltrow's Goop, now you can shop the line while also supporting a Black-founded platform and other Black-owned brands.

On Apr. 6, Thirteen Lune announced Goop as the first ally brand it will sell on the site.

According to Thirteen Lune, non-BIPOC brands that are chosen to be a part of the ally partnership are thoroughly vetted to ensure they have been making an ongoing effort to be inclusive on all fronts. Once they join the e-commerce platform, they pledge to be a thought partner and professional resource for Black and brown founders whose products are available on the site.

goop x Thirteen Lune Partnership
Credit: Courtesy/InStyle

"Goop is a visionary leader in holistic beauty and wellness through its engaging content and community," Thirteen Lune co-founder Nyakio Grieco shares with InStyle. "This allyship with Thirteen Lune complements our mission of creating a platform that gives BIPOC founders a voice — while celebrating the beauty of inclusion. We both share a love of discovery and girlfriendship that fosters conversation about our commonalities and differences. After many years as a patron and the recipient of Goop's support as a beauty entrepreneur, I'm thrilled with this powerful partnership and what we'll accomplish together."

Thirteen Lune was founded in 2020 as an e-commerce destination to create a platform for BIPOC founders to share their products with people of all races and ethnicities. In January, the brand announced Paltrow, along with other celebs like Sean Combs and Naomi Watts, were all early investors in the company.