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

@dianapearl_ Diana is the deputy brands editor at Adweek and managing editor of Brandweek.