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 Chief content officer Elise Loehnen at Goop’s Los Angeles HQ. Rozette Rago for Adweek By Diana Pearl March 3, 2020 In the cultural lexicon—and perhaps the English language—there are few words more polarizing than Goop. Click for more from this issue This story first appeared in the March 2, 2020, issue of Brandweek magazine. Click here to subscribe. Diana Pearl @dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek. Recommended articles