Ritual Meets Cutting-Edge Tech at goop's First Facial Room - goop (2025)

For years, we envisioned a space where goop Beauty could be experienced in its fullest expression—beyond the bottle. We sketched it. Mood-boarded it. Manifested it, even.

A goop facial room. Somewhere to not only shop our beauty favorites, but actually experience them on your skin, in real time. Guided by the hands of someone who gets it. A place where skin care becomes ritual, technology meets intuition, and every detail is designed to calm both skin and spirit. And now, it’s finally here—and I was lucky enough to experience it before it opened to the public.

Tucked inside goop’s Northern California store at Marin Country Mart, our first-ever facial room is the culmination of a passion project years in the making. The new space isn’t just about skin care (though the glow-boosting results are truly next-level), it’s about the full-body experience: ritual, restoration, and a return to yourself.

“Gwyneth really wanted a space for people to experience goop Beauty in a new way, rather than just buying it off the shelf,” says esthetician Danielle ‘Dani’ Shields, who leads and performs the new in-store offerings. “She wanted the facial room to be nourishing and soothing, to help bring the nervous system down. That was her vision.”

Stepping inside the room, that vision has clearly manifested. And it’s also clear that this won’t be just another facial. Per Shields, the biggest hurdle—creating a spa-like ambiance inside of a brick-and-mortar store—is overcome in myriad ways: sound healing bowls, strategically selected crystals, herbal tea, a Vitruvi Essential Oil Diffuser, an ergonomic Plush + Oak salon bed (made even cozier by a HigherDOSE Infrared PEMF Mat), just to name a few.

There are three facial offerings on the menu, each designed to meet you—and your skin—where you are. “I created these protocols with the ability to customize them for each client,” Shields says. “I really believe in that, because everyone’s skin is so unique.”

In my case, a slightly compromised skin barrier (thanks to some lovely post-blemish irritation) meant that said customization entailed forgoing physical exfoliants in favor of more soothing products and modalities. No toners or extractions, and more of the rejuvenating LYMA laser and blood-flow boosting microcurrent machine (which we’ll get to, next). Shields, who developed two of the three facial protocols, brings a steady, intuitive energy to the treatment. Her holistic approach extends palpably beyond surface-level; here, skin isn’t treated as one-size-fits-all. It’s respected as a dynamic part of your overall well being. As such, after a brief discussion about my ebbing and flowing hormone levels of late, its decided that my own experience will lean more toward rejuvenating (versus resurfacing) products and treatment modalities.

Next, the NeurotriS Microcurrent takes over. As it’s name implies, the non-invasive device emits electrical microcurrents, which stimulate skin and its underlying muscles. In turn, it boosts collagen and elastin production and promotes visibly lifted, toned, firmer-looking skin. This was perhaps my favorite part of the entire facial, namely because the feeling was so unique (unlike all the other microcurrent facials I’ve experienced). It was a pleasant, slightly tingling sensation that extended well beyond where the two probes were placed; when lifting my brows, for example, it felt like a vibrational scalp massage, of sorts. This, Shields explained, was due to the microcurrent’s deep stimulation of the skin’s underlying muscles—a workout for your face, if you will.

“What’s unique about it, is that it uses dynamic microcurrent,” Shields explains. “The machine is able to read your skin and adjust the probes based on your skin’s elasticity levels.”

Finally, goop Beauty’s Youth Boost Peptide Serum preps skin ahead of the Celluma Pro, 3-in-1 LED therapy device, which uses red, blue, and near-infrared light to help target everything from acne to inflammation—all while strategically placed crystals on the décolleté help promote grounded energy and deep relaxation. It’s heaven for a blissful, meditative fifteen minutes.

1. goop Beauty

   Luminous Cleansing Balm

   goop, $68SHOP NOW

2. goop Beauty

   Microderm Instant Glow Exfoliator

   goop, $125SHOP NOW

3. goop Beauty

   All-in-One Super Nutrient Face Oil

   goop, $105SHOP NOW

If your goal is lift, definition, and all-around tension release, then the second facial on the menu—The Sculpteur—is for you. After a deep cleanse and gentle exfoliation via goop Beauty’s Cloudberry Exfoliating Cleanser and Dark Spot Exfoliating Sleep Milk, a facial cupping sequence using the WTHN Facial Cupping Set promotes lymphatic drainage from the face, neck and shoulders. “Stagnation typically appears in the skin as inflammation—things like puffiness under the eyes and in the jowls— but manual lymphatic drainage can significantly reduce their appearance,” Shields says.

To that end, the intensely manual 60-minute treatment also utilizes intraoral buccal massage (yes, from inside the mouth) and traditional gua sha using the Pietro Simone Skincare Obsidian Gua Sha Reformer to help reduce puffiness and relieve muscular tension—think of it like a deep-tissue massage for your face and décolleté.

1. goop Beauty

   Cloudberry Exfoliating Jelly Cleanser

   goop, $35SHOP NOW

2. Pietro Simone Skincare

   Skin Whisperers Obsidian Gua Sha Reformer

   goop, $89SHOP NOW

3. goop Beauty

   Dark Spot Exfoliating Sleep Milk

   goop, $105SHOP NOW

And finally, The goop Renewal. Crafted by world-renowned facialist Pietro Simone—and brought to life in Marin through Shields, who trained directly under him—it’s a meticulously choreographed blend of Simone’s signature modalities. Such specialized techniques include cotton thread exfoliation, which gently resurfaces the skin; butterfly brush stimulation, designed to awaken the skin’s microcirculation; dry massage to tone and lift; and rhythmic tapping techniques to encourage lymphatic drainage.

Coupled with goop Beauty and Pietro Simone Skincare product heroes—again, fully customizable but typically incorporating goop Beauty’s Lift + Depuff Eye Masks, Peptide Serum, All-in-One Nourishing Face Cream, and All-in-One Super Nutrient Face Oil—it’s a results-driven facial that’s as precise as it is luxurious.

1. goop Beauty

   Lift + Depuff Eye Masks

   goop, $125SHOP NOW

2. goop Beauty

   Youth-Boost Peptide Serum

   goop, $150SHOP NOW

3. goop Beauty

   All-in-One Nourishing Face Cream

   goop, $105SHOP NOW

The goop Face: Gwyneth’s Results-Driven Skin-Care Routine

The Retinol Complex That Will Change Your Skin—and Revitalize Your Eyes