Gwyneth Paltrow‘s Goop empire has some new competition in the market. No, not Barker Wellness Co, Travis Barker’s just-announced CBD-infused skincare line (but also, that), but in the form of a new wellness offering by Paltrow’s own ex-boyfriend, one Mr. Brad Pitt.
This week, the actor announced the release of a genderless skincare line called Le Domaine, which he created in partnership with the Perrin family at Château Miraval, the vineyard in the South of France he originally bought with his ex-wife Angelina Jolie in 2012. (The pair have since been locked in a legal battle over the property since their 2016 divorce.)
In an interview with British Vogue, Pitt revealed that Paltrow, who he dated from 1994 to 1997, partly influenced his decision to branch into the beauty industry, saying he “loves” what she’s done with Goop. “She is still a really dear friend, and she has built this empire,” he said. “She has always had that in her as a curator, and it’s been a lovely creative outlet for her. In fact, come to think about it, she was probably the first one who got me to even wash my face twice a day… maybe.”
Make no mistake: Pitt is well aware of the amount of celebrity-backed skincare brands out there, but he says Le Domaine is different. For starters, the products harness the antioxidant powers of grapes — wine and skincare in a bottle is rather genius, if you ask me — and also contain GSM10, an exclusive molecule that includes a combination of the fruit’s skin and seeds.
“I know there are new products nearly every day that people are trying to launch, but if I hadn’t seen a real difference visually in my skin, we wouldn’t have bothered,” he said. “I get sent stuff all the time and… ugh. It’s just all the same for me. But this last year we have been testing Le Domaine and I was really surprised by the results, and that for me, made it worth going forward.”
Pitt, who doesn’t want to be the face of the brand and, unfortunately for us, won’t feature in much more marketing material, added that while the brand does target aging, he doesn’t want to be “running from” it.
“I grew up with a country mentality, kind of you know, Dial Soap once a day and then move on,” he shared. “And I think that we’re learning that if we love ourselves, if we treat ourselves a little better, then there are long lasting benefits to that. So just age healthy, age in a healthy manner.”
At a cool $385 for each of the first two products, The Serum and The Cream, and $80 for The Cleaning Emulsion, the range is coming in strong, costing even more than Kim Kardashian’s controversially priced SKKN by Kim products. One thing’s for sure: they better be good or we’ll be hearing about it on TikTok.