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Gwyneth Paltrow’s controversial lifestyle brand is opening its first Goop pop-up MRKT in Canada.

Similar pop-ups in Los Angeles, New York and London have led to brick-and-mortar stores in those locations.

The first Canadian outpost for the fashion, beauty and wellness company is set for Toronto’s tony Yorkville neighbourhood in June.

The company says it will be stocked with products that cover its home, luxury fashion, beauty and wellness categories, plus specialty items.

The 1,300-square-foot pop-up will run June 7 to Sept. 22 inside the Hazelton Hotel.

The shop is an extension of Ms. Paltrow’s popular website and e-commerce site, Goop, which has drawn criticism from some health experts who say it promotes potentially dangerous products based on pseudoscience.

Past Goop-endorsed practices have included a do-it-yourself coffee enema, vaginal steaming and jade eggs for the vagina.

The pop-up comes about two years after the company first brought an abridged version of its retail products to Toronto through a partnership with Nordstrom.

Later in 2017, it began shipping to Canada and in fall 2018, Goop brought its wellness summit – In Goop Health – to Vancouver.

“We’ve always been in awe of our neighbours to the north, which is why we picked Canada as the first place to launch e-commerce internationally in 2017,” Melanie Ramer, Goop’s vice-president of retail, said Wednesday in a release.

“Since then, we’ve created moments in Montreal and Vancouver, so it felt like the natural next step to activate in Toronto with our first goop MRKT pop-up shop. We hope locals and travellers alike will enjoy what we have to offer at goop MRKT Toronto.”

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