Vibrators, exosomes and exclusive facials – Goop is finally arriving in Sweden. But will Gwyneth Paltrow’s polished beauty brand of sex-positive wellness resonate with our famously reserved crowd?
In the 1970s, “Swedish Sin” gave us a global rep for sexual liberation. In reality? We’re much more discreet. Especially so when it comes to self-loving wellness routines involving batteries. But in 2025, sexual wellness is hot (pun intended), and Goop is ready to cash in on the afterglow. Enter Stockholm-based beauty retailer Youtime, now bringing Gwyneth Paltrow’s much-talked-about brand (and its eyebrow-raising sex toys) to the Swedish market.
Goop, of course, needs no introduction, but for those living blissfully off-grid: it’s Paltrow’s lovechild of clean skincare, controversial wellness claims, and, yes, the infamous jade egg. Depending on who you ask, it’s either a certified cult or a culture-shifting wellness empire. And now, thanks to YouTime, it’s landed in Sweden. Vibrators, exosomes, and all.
“The Nordic market is an incredibly exciting one for us to enter,” says Paltrow. “There’s a deep-rooted cultural commitment to wellness, and the region’s focus on clean, high-performance beauty aligns closely with our own ethos.”
But how exactly does this West Coast, crystal-infused beauty brand slot into our sceptical, Lagom-loving beauty landscape? While Sweden is known for its minimalist, results-first approach to skincare, YouTime co-founders Steve Terry and Sara Hildén Bengtsson see an appetite for something more experiential. “Goop encourages people to slow down, invest in themselves, and see beauty as a ritual,” they note.
Photo: Youtime
Sexual wellness, unsurprisingly, is part of that ritual. While the Nordics are famously unfazed by nudity, we’re not exactly prone to shouting about our self-pleasure routines. But Goop’s aim isn’t to scandalise. “Its sex-positive perspective encourages confidence, comfort, and deeper connection with oneself,” say the Youtime duo. “Intimacy can be an important part of wellbeing.” A good sex life, they remind us, can boost circulation, balance hormones, reduce stress… and yes, boost glow.
Among the soon-to-be-local heroes? The Youth-Boost Peptide Serum, the Ultimate Dry Brush, and the Double-Sided Wand Vibrator, designed to support “intimacy, confidence, and overall wellbeing.” But wait, there’s more. From September, Youtime will also become the only destination outside the U.S. to offer Goop’s signature facials, performed by in-house therapist Linda Kindberg at the brand’s flagship on Birger Jarlsgatan.
With this move, Paltrow’s wellness empire gains both shelf space and cultural cachet in a region where credibility is hard-earned. In Youtime, Goop has found a partner that mirrors its own purpose-driven outlook. “This collaboration lets Goop extend our lifestyle ethos into the Nordic market through a like-minded, premium Swedish platform,” Goop’s VP of Marketing Gina Lucania points out.
In other words? We may not be screaming about our love lives just yet, but the Goopification of Sweden has begun. And it’s about to get steamy.