Inside Goop’s Evolution From Celebrity Newsletter to Burgeoning Lifestyle and Wellness Empire

The $250 million company has benefited from savvy business building and a personal—and unconventional—approach

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In the cultural lexicon—and perhaps the English language—there are few words more polarizing than Goop.

For its detractors, it’s synonymous with pseudoscience and overpriced products. Some consider it to be little more than fodder for the internet’s collective amusement—a purveyor of vagina-scented candles, $17,000 earrings and wellness tips that have included vaginal steaming and bee venom therapy.

Recently, the chief of the U.K.’s National Health Service, Simon Stevens, accused The Goop Lab With Gwyneth Paltrow, Goop’s Netflix show, of “spreading misinformation.”

Rozette Rago for Adweek

But for its fans—1.3



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This story first appeared in the March 2, 2020, issue of Brandweek magazine. Click here to subscribe.