Eight years after arriving on the internet, Gwyneth Paltrow's lifestyle company Goop has celebrated a milestone: its first physical store.
Goop Gift, a pop-up shop located within the Country Mart shopping centre in Brentwood, Southern California, launched at a star-studded soiree last week.
Paltrow attended the party, alongside celebrity pals Kate Hudson and Demi Moore.
But, what should one expect from the expansion of Goop.com into the third dimension?
The store is based around the company's annual gift guide, which has become known for its wacky and expensive Christmas present suggestions. This year's guide included such practical items as a $US8300 ($11150) yurt and a $US113 ($152) tube of cocoa extract toothpaste.
Unfortunately, the yurt did not make it to the bricks and mortar store. Plenty of chocolate toothpaste, though.
Wares are displayed along the shop's white walls (the floors are polished concrete, naturally) and categorised according to who you are buying for ("the health nut", "the thinker" - presumably mutually exclusive).
To add a special touch to your purchases, there's a "personalisation station" at which one of the store's white-jumpsuit-and-Reeboks-clad employees will monogram or embroider "totes, robes, PJs, leather goods and more".
The temporary store opened on December 1, and will close on Christmas Eve.
No word yet on whether Paltrow plans on opening up a restaurant when Goop's annual post-Christmas detox is released in January.