Paltrow's Goop brand has long been criticized for its over-the-top, pricey and strange suggestions about travel, health, exercise and food.
But despite the criticism, the 43-year old Oscar winning actress-turned-businesswoman drove herself to the store for the event, parked in the back, and arrived on time at 4.30pm.
Speaking to the twenty or so invited guests, Paltrow blushed as she admitted she was a bit nervous at such a small gathering.
'Excuse me if I kind of geek out!' she joked to the small crowd.
She said that she was inspired to get into the skincare business by her daughter Apple, now 12.
'When she was a baby, I was just thinking about, what am I putting on her body? Is it safe?' Paltrow, who also has a ten-year-old son named Moses, said.
After her ten-minute speech, she took questions from the audience, and couldn't resist asking if she could hold a newborn baby girl someone had brought to the event.
Gwyneth Paltrow shares excitement about Goop store at launch
Source: dailymail.co.uk