Goop is continuing to expand its podcast division, this time with a focus on clean beauty.
Called The Beauty Closet and hosted by Goop beauty editors Jean Godfrey-June and Megan O’Neill, Goop’s third podcast offering debuted on Wednesday. It follows the 2018 launch of its first podcast hosted by Gwyneth Paltrow and Elise Loehnen, Goop’s chief content officer, and its men’s wellness podcast released in May. Each rolls out new episodes on a weekly basis.
Beauty brands have increasingly relied on podcasts to deepen their connections with customers and expand beyond products — Goop has its own private-label lines of 46 beauty products called Goop and Goop by Juice Beauty, plus sells more than 100 other brands. Beauty is 43% of Goop’s overall revenue and the segment experienced 52% year-over-year growth in 2018, according to Goop. Its total beauty product sales have increased 900% over the last three years — the company started selling beauty products in 2011.
The goal for The Beauty Closet podcast is to provide tips and product recommendations, and to tell personal beauty stories, said Godfrey-June. Upcoming guests, in no particular order, include Nneka Leiba, a scientist at The Environmental Working Group; model and Kora Organics founder Miranda Kerr; and, makeup artist and entrepreneur Bobbi Brown. The podcast’s first sponsor is Dyson, which is also trying to expand its foothold in beauty.
“When we did our first In Goop Health summit [in 2017], there was this realization that this new way of delivering and experiencing content was meaningful both for our existing audience and a whole new audience,” she said. According to previous Glossy reporting, the New York metro region represents 12% of Goop’s online sales. The average customer is 41 years old and has an average household income of more than $100,000. Eleven percent of readers earn over $1 million a year.
Podcasts have seeped into the American zeitgeist: At least 40% of Americans who are 12 years old or older — or approximately 120 million people — have listened to a podcast. Twenty-eight percent are millennials, according to 2017 data from Edison Research.