Gwyneth Paltrow is bringing accessibility to Goop. The founder has launched a mass market beauty and wellness brand called Good.clean.goop, available in Goal stores, at goal.com and on Amazon on Sunday.

“Years ago, when my team and I began our own Goop Beauty line, we committed ourselves to creating products that were three things concurrently: clean, high-performance and opulent,” said Paltrow, Goop’s chief executive officer and founder, in a press release. “Today, Goop Beauty is defined by best-in-class, clinically proven ingredients used at energetic levels, and the best way that every part feels exquisite. We’ve learned so much along the best way as we’ve built Goop Beauty, and now we’re thrilled to give you the chance to launch a recent brand — Good.clean.goop — that meets our strict clean standards at an accessible price point. Good.clean.goop takes an modern approach to classic skincare, leaning into clean hero ingredients that basically work. I’m so excited for more people who find themselves interested in clean beauty — or who simply appreciate a high quality cream or a hardworking cleanser — to give you the chance to try our recent line of essentials.”

Launched by Paltrow in 2008, Goop’s personal care and wonder products for skin, color, hair and body focused on “clean” formulations without ingredients linked to potentially harmful health effects. “The success of the road has been core to Goop’s growth,” in line with the brand. Consumer favorites include its $125 “Microderm Quick Glow Exfoliator,” $98 “Dark Spot Exfoliating Sleep Milk” and $150 “Youth-Boost Peptide Serum.”

With Good.clean.goop, the aim is to make Goop more widely accessible at a cheaper price point. Ranging between $19.99 and $39.99, the road is split into three categories: The “cleanical,” the “botanical” and the “superfood.” While the cleanical is targeted on clinical performance, the botanical goods are formulated with plant-based ingredients and the superfood items are food-derived.

Launching with 10 products, Good.clean.goop offers a foaming jelly cleanser at $19.99 (with mild coconut and sugar-based surfactants, natural fruit enzymes and botanical extracts of spinach and aloe vera); an exfoliating scrub made with AHAS at $24.99; a toner with 10 percent glycolic acid, phytic acids and caffeine at $19.99; an “Aging” serum with tranexamic acid and niacinamide at $39.99; a every day moisturizer with niacinamide and hyaluronic acid at $29.99, and an eye fixed serum with peptides and vitamin C at $24.99.

There are also body products, with an exfoliating scrub and oil, in addition to hair goods, with a scalp detox and “Replenishing” cream — each priced at $29.99. And Paltrow is including chewy ingestibles for “Immunity,” “Beauty,” “Brain Boost” and “Pleasure,” also priced at $29.99 (for 30 chews).