Gwyneth Paltrow is making headlines again. It’s not her marriage or a new movie, it’s about her expanding lifestyle brand.
Photo credit: WENN.com
Gwyneth Paltrow‘s lifestyle brand continues to grow. The GOOP founder is partnering up with a boutique blowout bar called Blo Blow Dry Bar.
Paltrow will be a part of the company’s creative branch along with hairstylist to the stars David Babaii. He’s done hair for A-listers like Paltrow, Sarah Jessica Parker and Angelina Jolie.
Blo Blow Dry Bar’s CEO Ari Yakobson shared on the company’s website, “I cannot wait to grow Blo with Gwyneth and David. They are the perfect fit for our company. This combination and a proven business model is exciting. This is a tremendous benefit for our current and future Franchise Partners; our loyal guests are going to love this collaboration.”
It’s unclear what Paltrow’s creative role will be, but Babaii is known as the “King of Curls” according to Vogue magazine. His techniques will be incorporated into the company’s vision and training.
This move signals an expansion of Paltrow’s brand. She already has partnered up with fitness guru Tracy Anderson in a gym business and she recently launched a GOOP pop-up store. The GOOP website recently experienced some upheaval when her longtime CEO, Seb Bishop, quit and it was revealed that the site was not profitable. However, Paltrow continues to move forward with GOOP and its growth in the lifestyle segment.