Goop is discontinuing its mass-market beauty brand, Good Clean Goop, less than two years after launch, following the end of its retail partnership with Target.WHO: Released in 2023, Good Clean Goop is a wellness collection offering skincare, haircare, and bodycare products formulated with clean, clinically proven ingredients, all priced under $40. The brand launched in Target and on Amazon, offering an accessible entry point compared to Goop’s premium-priced beauty offering.WHY: The line struggled to gain traction. Puck reported that Good Clean Goop was in the bottom 15% of beauty brands at Target.IN THEIR OWN WORDS: "Good.clean.goop introduced many new customers to the goop brand," a Goop spokesperson said in a statement to Business Insider. They described it as "part of a broader strategic shift, focusing on its core business and upcoming initiatives where we're seeing significant momentum."DETAILS:The brand's Instagram profile has not posted since October 2024.Some products are available on Amazon, with most of the assortment being discounted.In June, Goop partnered with Ulta Beauty to launch its primary line in 800 stores.