Goop Beauty Releases Hydrating Water-Cream

New from Gwyneth Paltrow-founded Goop Beauty is a water-cream that marketers say “supercharges” skin with natural moisturizing factors to deliver up to 72 hours of moisture after a single application while strengthening the skin’s moisture barrier, reducing shine, and supporting longer-term benefits like brightening, plumping, smoothing and more. 

Introducing the 72-Hour Supercharged Hydrating Water-Cream.

 

Working under makeup and sunscreen and layers easily over treatment serum, the moisturizer, per the brand, delivers instant and long-lasting hydration for all skin types. It addresses water levels in skin, helps support the skin microbiome, defends against free-radical damage, strengthens skin barrier function, and helps with wrinkles, firmness and brightness. 

According to the brand, 100% of users showed increased hydration up to 72 hours after a single application. 

 

After four weeks of twice-daily application on 32 subjects ages 30 to 75, 100% showed a reduction in the appearance of pore size.

 

After one week of twice-daily application on 32 subjections aged between 30-75, 97% said their skin looked more radiant, brighter, and smoother.

 

Goop Beauty’s 72-Hour Supercharged Hydrating Water-Cream retails for $68 at goop.com. 

Lab Rap: Goop's Head of New Product Development and Innovation Akshay Talati