Fragrance Brand Fischersund Debuts at Gwyneth Paltrow’s Goop

Fischersund is entering Goop, marking its first retail foray in the U.S.

The Iceland-based fragrance brand and art collective is debuting its fine fragrances with Goop, which is the culmination of a few different efforts from the brand, said Vanessa Dabich, Fischersund’s global general manager.

“We have new packaging launching this week in all the six permanent fragrances,” Dabich said. “Our first big retail expansion, with Goop, represents a discerning approach to curation. Lilja [Birgisdóttir, one of the brand’s cofounders] and I were in some stores earlier this summer, and it felt right. They were looking for the right fragrance partner, as they haven’t added a fragrance in two years. They have seven stores, and their e-commerce is on fire.”

For both Birgisdóttir and Dabich, the move was about finding the right retail environment to properly express the brand. “In our store in Iceland, what is important to us is the connections we make with the people who come in,” Birgisdóttir said. “Goop’s store in New York felt like a cozy boutique with very personal service.”

Birgisdóttir also called out Goop’s commitment to its ingredient standards, and sustainably minded approach, as other commonalities between the two parties.

“Thoughtful expansion will always trump any decision — it’s finding the right partners in the specialty lifestyle community of retail partners and ones that can tell our story,” Dabich said. “It’s about how we can find the full expression of the brand.”

The move comes at a time when Goop is also doubling down on its curatorial proposition.

“What’s working for Goop is what’s always worked: finding those off-the-beaten-path beauty discoveries that feel like something your most stylish, in-the-know friend might bring back from a trip and say, ‘You have to smell this.’ The Goop reader doesn’t want something mass or expected—she’s looking for elegant, transportive, and totally original. That’s what drew us to Fischersund,” added Amy Synnott, Goop’s editor in chief, in an email.

“It’s a family-run line out of Iceland, inspired by scent memories of Reykjavik. Each fragrance smells like nature and something more ephemeral — the scent of petrol at dawn, fresh cut grass, moss after rain. It’s really refined, in a hauntingly beautiful way. And because they use the highest-quality essential oils — and literally nothing else — it meets Goop’s incredibly strict clean criteria, which is rare. We don’t launch a lot of fragrance for that reason: Few hold up to our standards.”