The Washington Post

Preserve vs. Goop: How Blake Lively’s new lifestyle site measures up to Gwyneth Paltrow’s


“I’m no editor, no artisan, no expert. And certainly no arbiter of what you should buy, wear, or eat,” writes Blake Lively as the editor of her new artisan Web site Preserve, in which she tries to guide people on what they should buy, eat and wear.

But such is life as the actress behind a lifestyle Web site — Preserve, cultivated by Lively, is the newest one, joining established outlets such as Gwyneth Paltrow’s Goop and Lauren Conrad’s The Little Market. It launched Tuesday and already has garnered a hefty amount of skepticism.

Lively, 26, best known for her roles on CW’s “Gossip Girl” and the “Sisterhood of the Traveling Pants” movies, offers lots of gems in her “letter from the editor.” This includes:“We haven’t looked at Preserve as a new website, but rather as a new street. A sort of greatest hits of “Main Street, USA.'” She signs off using the phrase ” With excitement and sincerity, Blake.”

The site, which promotes “one-of-a-kind” handmade products, echoes the same breezy, earnest, yet oblivious conversational style as Paltrow’s much-mocked Goop, the mother of all of these sites. So we decided to compare and contrast based on a number of very important “lifestyle site” factors.

Screenshot of


Preserve: The Cut may have described it best: “It looks like a promotional website for a horror movie in 2005,” the site said, noting the “eerily backlit photo of an ethereal, blonde lady-ghost.” (See above.) Plus, the black background with white text may make a strong style statement, but it’s not so easy to read.

Goop: Much cleaner, very simple.

Mission statement

Preserve: “Everyone has a story to tell.”

Goop: “To share all of life’s positives.”

Grasp of reality

Preserve: Profiles artists who go on five-week creative sabbaticals, features independent videos that talk about dreams.

Goop: Sells thousand-dollar shot glasses, $79 socks, $110 “exclusive monogrammable single beach racquets.”

The “Shopping” Tab

Perserve: Offers everything from ketchup to hot fudge to organic rose gold hoop earrings. If you go the food route, definitely affordable.

Goop: Fancy clothes to designer skin care products, most at sums that many people cannot afford.


Preserve: Aside from the vaguely horror-film images, a lot of the pictures are pretty stunning.

Goop: Mainly just well-photographed designer items.


Preserve: Offers “delights and dalliances of the American summer barbecue” with a recipe of BBQ chicken legs. Mostly there are just photos of picnics.

Goop: Also solid food photography, and recipes galore, from English muffins to Pappardelle Duck Ragu.


Preserve: Has an entire section about “The Greater Good” and details about partnering with Covenant House, which helps homeless youths.

Goop: Lengthy section called “Goop Giving” with links to the various charities that the site supports, mostly about helping kids in schools.

Opportunity for starring roles

Preserve: Lively will reportedly take part in videos on the site and has a chance to blog.

Goop: Paltrow has many journal entries already, including the famous “conscious uncoupling” post when she announced her split from Coldplay frontman Chris Martin.

Emily Yahr covers pop culture and entertainment for the Post. Follow her on Twitter @EmilyYahr.



Success! Check your inbox for details. You might also like:

Please enter a valid email address

See all newsletters

Show Comments
Most Read



Success! Check your inbox for details.

See all newsletters

Your Three. Videos curated for you.
Play Videos
What can babies teach students?
Unconventional warfare with a side of ale
A veteran finds healing on a dog sled
Play Videos
A fighter pilot helmet with 360 degrees of sky
Is fencing the answer to brain health?
Scenes from Brazil's Carajás Railway
Play Videos
How a hacker group came to Washington
The woman behind the Nats’ presidents ‘Star Wars’ makeover
How hackers can control your car from miles away
Play Videos
Philadelphia's real signature sandwich
Full disclosure: 3 bedrooms, 2 baths, 1 ghoul
Europe's migrant crisis, explained
Next Story
Bethonie Butler · July 23, 2014

To keep reading, please enter your email address.

You’ll also receive from The Washington Post:
  • A free 6-week digital subscription
  • Our daily newsletter in your inbox

Please enter a valid email address

I have read and agree to the Terms of Service and Privacy Policy.

Please indicate agreement.

Thank you.

Check your inbox. We’ve sent an email explaining how to set up an account and activate your free digital subscription.