Inside Goodhoods Curated Face + Body Edits

In the kaleidoscopic world of fashion, where trends shift with the beat of a curated soundtrack, Goodhood, founded in 2007 by Jo Sindle and Kyle Stewart, has always been a name that dances to its own rhythm. From its humble beginnings as a small store in Shoreditch, London, Goodhood quickly became a hub for those seeking an authentic and curated lifestyle experience. Known for pushing the cultural envelope with its antiauthoritarian ethos, this independent retail powerhouse has mastered the art of curation. They’ve shaped the way we experience lifestyle essentials, offering not just products, but an entire mood, a subculture carved from the fringes of London cool. Now, with their bold venture into beauty, Goodhood is translating their signature aesthetic—effortless, underground, and uncompromising—into the realm of Face + Body, giving us beauty that’s as nuanced and rebellious as their take on beauty.

Unlike traditional beauty retail environments, Goodhood’s curated beauty edits are a counterculture act in themselves. Mason Moore, their beauty and lifestyle buyer, emphasises that Goodhood’s approach is anything but mainstream. By balancing well-established brands with emerging disruptors, their edit is as much about nostalgia as it is about discovery. Goodhood isn’t here to simply sell beauty; they’re here to challenge it. The mix is eclectic—featuring niche solutions that take wellness beyond just a pretty bottle. Beauty, for them, is about whole-body wellbeing, a convergence of internal health, mental clarity, and physical expression. A promise of more to come, more to discover, and more to experience, all served with that signature Goodhood edge.

How do you strike a balance between well-known cult brands and newer, emerging brands in your selections?

Striking that balance between commerciality and excitement is always a challenge. We were early stockists of Aesop and Malin+Goetz and those brands have grown into the cult status they are today. The on-going challenge for us is to keep our curation fresh as customers expect to see the next new thing when they walk through our door and we take that responsibility seriously.

What do you think sets GOODHOOD’s beauty edits apart from other curated collections on the market?

Our Face + Body curation was always going to be a challenge from day one. With the likes of Selfridges, Liberty and Space NK dominating the physical beauty space, we needed to go against the status-quo. We’ve always been antiauthoritarian and being an independent retailer means that we can be more playful and take risks on the product and brands we select. Beauty for us means whole-body wellbeing so we’ve always stocked things like supplements, adaptogens and niche solutions that have become more mainstream.

Sustainable and conscious consumerism is becoming a major focus for beauty brands. Is this something you think about when onboarding a new brand?

People care and earth care are integral to Goodhood but we’ve learnt to not be so naïve to bold sustainability claims within a noisy market. Often solutions proposed by brands end up creating more waste and complication or encourage unintentional consumer irresponsibility. We expect a certain level of responsibility and transparency from our brands and our customers are just as product obsessed as we are and care about all aspects of sourcing, manufacturing and end-use.

What is the process behind curating such a distinctive fragrance collection?

Fragrance is our biggest category and our customers like to regularly mix-up their personal scents just like they do with the clothes they wear. There’s so much innovation in this space and bringing this all together has helped define our niche curation. Interesting stories, unique fragrance profiles and ultimately shelf appeal will make it into the store. 

What are the defining factors required from a brand that lead to GOODHOOD adding them to their  beauty curation?

We believe beauty and wellbeing should be democratic and accessible. Products that feel frictionless, perform-well and by brands that have good intentions behind them will always grab our attention. Above all, we believe in working with good people.

How much influence do market trends have on the products you decide to stock?

It would be uncommercial and unwise to completely ignore trends but its not the defining factor that drives our curation. We’re very selective with what we choose to put on our shelves. Fundamentally, we have to believe in what we sell. 

Looking forward, are there any upcoming brands or product innovations you’re particularly excited to introduce?

Beauty innovations that see the body as an ecosystem and use technology and natural solutions to foster internal and external health are particularly on our radar. We’re fascinated about gut health, food production, mental well-being and whole-body health – so watch this space!