Sephora is kicking off 2020 by expanding its wellness offerings for consumers.

On January 7 the beauty retailer began carrying Gwyneth Paltrow’s Goop vitamin regimens and soft chews packs on its website, adding to its growing wellness-focused supplement offerings, which currently includes Hum Nutrition, Moon Juice and Vital Proteins, and more. Previously, the brand, which launched in 2008, had only been available at Goop retail stores, on, and at independent prestige beauty stores such as Credo Beauty and The Detox Market.

Erin Cotter, General Manager of Beauty and Wellness Goop, noted the synergy between the brand and the retailer saying, “With their clean initiative, they’re building an exciting new category of business for the modern consumer who is looking for beauty that fits in their wellness-oriented lifestyle. “

Goop’s skin care offerings will become available at select Sephora retail locations across North America, and on February 28. The rollout will begin with its best-selling beauty collection, GoopGlow, which features a range of facial skin care products, ranging from $48 to $125. Select vitamin regimens will be available in stores, including High School Genes, which is priced at $90 and is designed to support normal glucose levels and energy metabolism. Then there’s Why Am I So Effing Tired, also $90, and marketed as an energy booster. Additionally, stores will carry one of the brand’s chewables, Knock Me Out, designed for sleep and priced at $55. Variety Pack chews, $30, will be available for purchase in-store, as well. Sephora-only exclusives will follow later in the year, as well as the debut of additional Goop Beauty lines, including the G.Tox collection, which features an assortment of skin and body care products, such as a scrub, bath soak, ingestible and more.

The retailer also announced the stocking of Saint Jane Beauty’s hero product, Luxury Beauty Serum, beginning January 10. The luxury CBD skin care brand will become available in more than 280 Sephora stores nationwide, following a successful online-only launch in May, where it quickly became a best seller in both the CBD assortment and overall skin care category. Saint Jane Beauty will now be the second CBD brand offered within Sephora stores, following Lord Jones, which entered the retailer’s doors in 2018. The brand will be merchandised on Sephora’s Indie Beauty Wall.

“To have our hero product, Luxury Beauty Serum, in Sephora stores nationwide before we celebrate one year in business is beyond my wildest dreams,” said Casey Georgeson, CEO and Founder, Saint Jane.

The plant-powered serum will be available in its original 30-ml size ($125), and exclusive 9-ml travel size ($38), both of which feature 500mg of Full Spectrum CBD, the highest dose available at Sephora. Additional Saint Jane products, exclusive to the retailer, will roll out later this year.