Led the expansion of the Goop clean beauty business beyond luxury skincare into high frequency, daily replenishment categories across skincare, body, hair and color care. Leveraging insights from the growing goop beauty multi-brand marketplace, developed a hero SKU strategy focused on efficacy, sensorial and holistic results driven experience driving innovation and repeat purchase consumer behavior in everyday categories.

Central to this success was building a clean formulation and product architecture that became a cornerstone of Goop's brand equity and customer acquisition engine. Established and scaled Goop's "Clean Portal" process which prohibited over 6,000 harmful ingredients, setting a new industry standard for transparency and trust. This framework positioned Goop as a pioneer in the clean-beauty movement inspiring other larger retailers to follow suit.

Goop Clean Beauty Marketplace became a launch pad for many breakthrough brands including Westman Atelier, ILIA, Augustinus Bader- incuding supporting reformulations to meet Goop's clean criteria.