Gwyneth Paltrow’s company Goop currently carries a $785 Jillian Dempsey lip-gloss locket, a $28,250 tennis necklace by Sophie Bille Brahe and a gold-plated Lelo vibrator that costs $15,000. The lifestyle brand isn’t known for its affordability. But Paltrow is trying to change that. Last month, she launched a more modestly priced line called Good.clean.goop. Carried by Target and Amazon, it includes 10 skin- and body-care products and four chewy supplements, all priced between $19.99 and $39.99.

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Persons: Gwyneth Paltrow’s, Goop, Jillian Dempsey, Sophie Bille Brahe, Paltrow Organizations: Target