The store, which is open from today until January 27 next year, is located on Westbourne Grove in Notting Hill and sells a variety of the products similar to those on offer on the Goop website.
The company opened its first permanent store in Los Angeles last September, and has since opened several pop-ups in other cities.
The launch of the pop-up in London coincides with the 10th anniversary of the brand, which was founded by Paltrow in September 2008.
Goop has been condemned on several occasions for making “unscientific claims” about health products being sold on the site.
Earlier this month, it was announced that the company had agreed to pay a settlement of $145,000 (£110,000) following the controversy surrounding the purported health benefits of using vaginal eggs.
In April last year, Goop revealed that it would be launching a magazine, with its first print edition released in September.
The magazine is now sold on a quarterly basis and costs $30 (£22.80) a year for subscribers.
While some disapprove of Goop for making contentious claims about the health and wellness, others have expressed their excitement over the launch of the pop-up store in Notting Hill.
“OMG!!! So excited for this - there I said it!” one person wrote on Instagram. “Cannot wait to have a nose around."