Goop to Open First Beauty Pop-up

NEW YORK — Gwyneth Paltrow’s Goop is using fragrance to build a beauty presence off-line. Shiso Psychic (By Goop), an all-day pop-up at 252 Mott Street that opens on April 29, is Goop’s first pop-up dedicated to beauty. The focus is on fragrance — specifically Goop’s Edition 02, Shiso that bowed earlier this month — with the space a play on the scent’s mystical properties. Erin Cotter, head of beauty at Goop, used words like “clairvoyant” and “homeopathic” to describe the brand’s second scent, which is composed of materials from shiso leaf, patchouli, oakmoss and palo santo. This is reflected throughout the 400-square-foot space, which will sell eau de parfum for $165 and candle versions, $72, of Edition 02 and Edition 01, Winter (Goop’s first scent that launched in the fall). Cotter said Edition 01 selling out within the first week of going live on goop.com confirmed that customers want fragrance from Goop — even if they couldn’t smell or try it before purchasing. Creating a physical space to tell the story of Edition 02 and allow customers to sample the scent became the impetus for the pop-up. “People were intrigued to buy it because it was a different approach…one, in the sense that it’s natural and we’re totally transparent about

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