Challenger Brands

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

Goop chief content officer Elise Loehnen — Chief content officer Elise Loehnen at Goop’s Los Angeles HQ.Rozette Rago for Adweek

March 3, 2020

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

Diana Pearl

Diana is the brand marketing editor at Adweek and managing editor of Brandweek.

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