Gwyneth Paltrow Feted Goop Beauty’s Partnership With Violet Grey and Hirshleifers
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There s no cooler place to be on a Monday evening than with Gwyneth Paltrow and Cassandra Grey then at New York s latest decadent private member s club, Chez Margaux. The occasion? A swanky cocktail party celebrating Goop s latest e-commerce destination at Violet Grey and a brick-and-mortar location at Hirshleifers. What do these three businesses have in common? They re all owned by incredibly chic women. Inside, I enjoy chatting with Paltrow and Grey in a cozy red velvet circular booth.
"Cassandra used to call me when she was ideating Violet Grey back in the day when I was still living in London. So, I feel like I ve been championing her mission for a long time. I believe in women and don t believe in competition, which may be naive, but I just don t. I hate how our society s always trying to pit women against each other," Paltrow told Vogue on the synergistic union between Goop Beauty, Violet Grey, and Hirschleifers. "At some point in her expansion, she asked me to put her in touch with the Hirshleifers, who I ve been a client of theirs for a long time, so I did a little matchmaking with them."
Party-goers descended the cascading, candelabra-lit stairs of Chez Margaux, the decor reminiscent of the famed Maxim s de Paris or Annabel s in London, covered in vampy deep reds and moody elegance. Off the bat, attendees marvel at the Goop x Violet Grey ice sculpture (which also happens to be a cocktail luge serving martinis), with Samantha Ronson performing a live DJ set. Notable party-goers packed a punch, with beauty industry moguls the likes of Gucci Westman showing out, and supermodel Helena Christensen.
Back in our booth, When asked about her favorite beauty products in rotation, Grey pulls out her favorites from her black leather clutch (including Goop Beauty s Colorblur Glow Balm, in the shade Whiskey).
"I love beauty because it covers so many categories, and there s so much artistry: think all the mega artists, hairstylists, nail artists that make up the Fashion industry. There s the dream of it and then the utility of it," Grey told Vogue. "This moment feels very full circle because I worshiped the Goop newsletter as both a newsletter and a business concept for its content-first commerce approach. I also love all of the Hirshleifers—And everything they do, they take really seriously. We first had conversations about adding a Violet Grey curation of beauty to Hirschliefers back in 2018, so it s like a long time coming,"
Most notable of the synergy between Goop, Violet Grey, and Hirschliefers is their value for the curation process of products (or a cosmetics wardrobe, as Grey calls it) recommended to their valued customer. "If I can make a recommendation, and then it goes out to a committee, a cross-section of our committee, and then they test it and vet it. And if the majority of them deem in best in class, it gets the seal of approval," Grey adds. Speaking of gifting edits, guests enjoyed a Goop and Violet Grey curated gifting edit, with a calligrapher elegantly scrolling the guest s recipient of choice on a card—but of course, there was a gift bag boasting the beast beauty products for party goers too! In a room nearby, attendees also enjoyed selecting their favorite black silk Goop x Intimissimi pajamas with real-time embroidery to customize their new cozy set.
“We’re thrilled to welcome Goop to Violet Grey at Hirshleifers. Gwyneth is a long-time friend and was the link between our courtship with Violet Grey. It’s a full circle moment to have all three of our worlds merge,” Marci Hirshleifer tells Vogue.
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Ben Rosser/BFA.com1/27Anne Baker, Marigay McKee, Cassandra Grey
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Ben Rosser/BFA.com2/27Helena Christensen, Gwyneth Paltrow
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