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

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

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