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

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

This story first appeared in the March 2, 2020, issue of Brandweek magazine. Click here to subscribe.
@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.