Goop (company)

Goop

Company type	Private
Industry	Lifestyle, wellness, e-commerce, media
Founded	2008
Founder	Gwyneth Paltrow
Headquarters	Santa Monica , United States
Key people	Gwyneth Paltrow (CEO)
Products	Wellness products, lifestyle goods, fashion, cosmetics, supplements, media content (newsletter, print magazine, podcast, documentary)
Number of employees	150 (2018)
Website	goop.com

Goop is a lifestyle and wellness brand established by American actress Gwyneth Paltrow in 2008. Originally introduced as a weekly newsletter providing new age guidance, Goop has since evolved into an e-commerce platform, partnering with fashion labels, launching pop-up retail spaces, organizing wellness conferences, and producing a print magazine, podcast series, and a Netflix documentary.

Headquartered in Santa Monica, California, the company is led by Gwyneth Paltrow in her role as CEO. Goop’s business approach combines media content with product retailing, catering primarily to consumers focused on health and wellness. Its assortment includes wellness products and lifestyle goods, contributing to its market presence and expansion.

The brand has encountered considerable backlash and legal disputes due to promoting products rooted in pseudoscientific claims and making unsupported health assertions. The California Consumer Protection Office filed a lawsuit against Goop for deceptive advertising, which was resolved through an out-of-court agreement. Additionally, class-action suits have targeted the company over hazardous items it marketed. Despite these issues, Goop sustains a prominent position within the wellness sector through effective leadership and a broad portfolio.

History

Goop originated in 2008 as a newsletter created in Gwyneth Paltrow’s London residence, sharing her personal perspectives, and was officially incorporated in 2011. The brand name was influenced by advice from Peter Arnell regarding successful internet brands featuring double Os; it merges Paltrow’s initials with "goop," a term she selected for its ambiguity.

Seb Bishop held the CEO position from 2011 until 2014. Goop inspired multiple celebrity-driven lifestyle platforms. In 2014, Lisa Gersh, formerly CEO of Martha Stewart Living Omnimedia, took over as CEO. During her tenure, Goop’s wellness content became increasingly controversial due to its promotion of pseudoscientific ideas.

By 2015, Paltrow envisioned Goop as an independent brand employing roughly two dozen people, which expanded to 60 employees by 2016. That year marked the company’s relocation to the United States following Paltrow’s split from Chris Martin; Gersh also stepped down as CEO. Early in 2017, Paltrow assumed the CEO role herself.

In 2016, Goop shifted its headquarters to a Santa Monica warehouse redesigned by Restoration Hardware. By 2017, the workforce had grown to 90 employees; however, the company faced criticism and legal action from Truth In Advertising. Industry observers noted that Goop’s branding strategy leveraged feminism, alternative medicine narratives, and anti-establishment sentiments to enhance its identity and customer loyalty. Paltrow described these disputes as "cultural firestorms" that boosted website traffic and revenue.

In 2018, Goop formed an internal team focused on science and regulatory compliance and collaborated with Google to retail Google Home devices in its stores and pop-up locations. Permanent retail outlets opened in Brentwood, California (2017), and New York City (2018). By March 2018, the staff count reached 150.

In January 2020, Goop introduced the $75 candle titled "This Smells Like My Vagina," which quickly sold out and attracted widespread media coverage.

July 2020 saw Goop move into a larger Santa Monica headquarters under a decade-long lease covering 57,000 square feet designed by Rapt Studio.

By early 2020, Goop’s valuation was estimated at around $250 million. In October of that year, chief content officer Elise Loehnen resigned to focus on writing a book but continued as editor at large.

Reports from October 2021 revealed that more than 140 employees had departed since 2019 amid allegations of inadequate compensation and excessive workloads.

Funding and revenue

In 2011, Goop's sales amounted to £81,000, rising to £1.1 million in 2012 despite recording a loss of £23,000 that year. By 2013, the company reported net liabilities totaling £540,086. Revenues doubled consecutively from 2014 to 2015 and again from 2015 to 2016, then experienced a threefold increase in 2018 compared to the previous year.

Goop secured $15 million in Series B financing in 2016 from venture capital firms including NEA, Felix Capital, and 14W Venture Partners. This investment coincided with the consolidation of its operations in Los Angeles—home to founder Gwyneth Paltrow—marking a strategic move away from New York.

In 2018, Goop completed a Series C funding round, raising $50 million from NEA, Lightspeed Venture Partners, and Felix Capital. This brought total capital raised to $82 million and placed the company’s valuation at $250 million.

Among Goop’s backers is Greycroft Partners, a venture capital firm with investments in companies such as Klout, Huffington Post, Venmo, and the Ireland-based cosmetic clinic chain Sisu.

Products and distribution

Goop debuted its e-commerce platform in 2012, generating $1.5 million during its inaugural year. By 2014, its newsletter subscriber base had grown to approximately 700,000.

The company launched a publishing imprint named Goop Press in 2015 in collaboration with Grand Central Publishing, with plans to release one book annually. Following additional funding in 2016, Goop expanded its workforce and introduced a fashion label emphasizing functional and tailored apparel.

In 2017, Goop ventured into the vitamins and supplements sector, with initial sales surpassing $100,000 on launch day. That same year, it partnered with Condé Nast to produce a quarterly print magazine; however, editorial conflicts led to the publication ending after two issues. December 2017 marked Goop’s entry into the Canadian market through an online store and its first brick-and-mortar location in partnership with Nordstrom.

Goop's income sources encompass advertising revenues alongside sales of branded apparel, fragrances, and books. As of 2017, the typical newsletter subscriber was aged 34 and belonged to a household earning over $100,000 annually.

March 2018 saw the introduction of a podcast primarily hosted by Chief Content Officer Elise Loehnen; its premiere episode featuring Oprah Winfrey achieved the top position on Apple Podcast charts. Subsequent collaborations included fitness programs with Westin Hotels and content streaming on Delta Airlines flights. In 2019, Goop partnered with Banana Republic for an eight-episode podcast series titled Women on Top and unveiled a spring apparel collection called "Goop Edit."

The fashion division expanded in 2018 by recruiting senior professionals from Allure, InStyle, and Lucky magazines. That year also featured a capsule collection created with Lilly Pulitzer and an inclusive sizing range developed in partnership with Universal Standard covering US sizes 00 through 40. June 2018 marked the opening of Goop’s first international pop-up shop in London; this location became permanent by January 2019. To support UK growth efforts, Andres Sosa was appointed chief marketing officer. Additionally, Goop launched a furniture and home décor line in collaboration with CB2.

In January 2020, Goop Beauty formed a distribution partnership with Sephora across US and Canadian markets for its cosmetics line. September of that year brought a collaboration with French fashion brand A.P.C., focusing on sustainable clothing options. November 2020 saw Goop team up with Avocado to introduce a climate-neutral mattress along with launching its first Fair Trade Specialty Coffee sourced from Colombia.

Late in 2020, JetBlue incorporated Goop cosmetic products into amenities offered in its Mint business class cabins. April 2021 marked the debut of beauty brand LoveSeen on Goop.com as part of the site’s initial retail partnership. That month also saw Thirteen Lune designate Goop as its inaugural ally brand by featuring select products.

In November 2022, Goop entered into an exclusive agreement with Audible to develop original audio content, further broadening its media offerings.

Brands and product collections

Since its establishment in 2008, Goop has introduced a variety of brands and product collections that align with its strategic business goals. The "Beauty" category supports items available online, at the Goop Lab located in Brentwood Country Mart (Los Angeles), and through temporary retail locations in major cities such as Los Angeles, New York, Chicago, the Hamptons, Dallas, Aspen, as well as partnerships with Nordstrom. The value of Goop-branded merchandise increased fourfold in 2017, underscoring notable expansion. Prominent brands include:

• Goop by Juice Beauty, a makeup and skincare range launched in 2016 in collaboration with Juice Beauty, offering USDA certified organic and vegan products. This line capitalized on rising consumer interest in clean beauty following Goop’s focus on non-toxic ingredients.
• Goop Label, a fashion line introduced in September 2016 reflecting founder Gwyneth Paltrow’s personal style, providing accessible wardrobe essentials for everyday wear.
• Goop Fragrance, unveiled in November 2016, presents an all-natural perfume and scented candle collection created with perfumer Douglas Little.
• Goop Wellness, launched in 2017, features GMO- and gluten-free vitamins and supplements aimed at health-conscious customers; this range was inspired by content addressing postnatal nutrient depletion.
• G. Sport Sessions, fitness classes developed in partnership with Westin Hotels and Resorts in 2018, featuring workouts led by Paltrow’s personal trainer Tracy Anderson.
• CB2 x goop, a collaboration with Crate and Barrel released in August 2018, offering furniture and home décor items.
• GoopGenes All-In-One Nourishing Face Cream and Eye Cream, launched in August 2020 with input from Paltrow's mother Blythe Danner and daughter Apple Martin, demonstrating family participation in product creation.
• In March 2020, Goop collaborated with American fashion label Proenza Schouler to introduce a limited-edition activewear collection, marking PS’s debut in activewear and Goop’s first design partner for the G. Sport series.

These varied product lines exemplify Goop’s integrated approach across wellness, beauty, fashion, and lifestyle sectors to strengthen its market presence and competitive positioning.

Adaptation to COVID-19 pandemic

Toward the end of 2020, Goop realigned its website content from travel-related themes to “stay-at-home” activities, highlighting virtual wine tastings alongside wellness gift bundles such as hand creams and washes.

Physical retail locations

Goop opened its inaugural permanent retail store in Los Angeles in September 2017. Subsequently, on June 20, 2019, it launched a boutique within the luxury retailer Harvey Nichols’ flagship store in London. November 2020 saw the debut of a 1,012-square-foot shop at Mauna Lani, Auberge Resorts Hotel on the Island of Hawaii, designed by Kate McCollugh together with Max Zinser. Earlier that year, in February 2020, Goop introduced its Sundries Shop at Rosewood Miramar Beach hotel located in Montecito. Other retail sites include the Goop Lab in Brentwood and Goop MRKT situated in Sag Harbor. A pop-up store operated in London’s Notting Hill neighborhood from September 2018 until November 2020.

On March 8, 2021, Goop unveiled a delivery-only "ghost kitchen" based in Los Angeles under the direction of Chef Kim Floresca, formerly affiliated with Per Se and The Restaurant at Meadowood. The menu prioritizes gluten-free and vegan dishes consistent with Goop’s wellness-centric ethos.

The Goop Lab

The Goop Lab is a documentary series centered around the Goop brand that debuted on Netflix on January 24, 2020. The show features Gwyneth Paltrow alongside Elise Loehnen as they engage with specialists from diverse disciplines. In 2020, the series earned two nominations at the Critics Choice Real TV Awards: Best Lifestyle Show in the Fashion/Beauty category and Best Female Star of the Year for Paltrow.

Despite these honors, the program attracted criticism for endorsing pseudoscientific ideas. Experts within the industry voiced concerns about its influence, with psychic fraud investigator Bob Nygaard cautioning that episodes such as "Are You Intuit?" might increase susceptibility to scams. This dispute underscores the difficulty of maintaining credibility while promoting a brand through media projects like Goop’s.

Wellness summits

Goop initiated its first wellness summit in June 2017, drawing an audience exceeding 600 participants. The second summit occurred in New York City in January 2018 and included panelists like Kelly Brogan, who is known for her contentious opinions on vaccines and HIV treatments, which sparked media backlash. The third installment took place in Culver City, California, in June 2018, featuring notable attendees such as Meg Ryan and Janet Mock. Paltrow has considered broadening the summit’s scope by touring with it. Later gatherings included the fourth summit in Vancouver (October 2018), the fifth at Pier 17 in New York City (March 2019), and another event in Los Angeles (May 2019). Among attendees at the eighth summit in Richmond, California, was Democratic presidential hopeful Marianne Williamson.

The outbreak of COVID-19 led Goop to cancel its planned debut "Goop at Sea" cruise set for August 2020, offering full refunds or credit options to those registered. In April 2021, Paltrow revealed intentions to revive the partnership with Celebrity Cruises for a 2022 relaunch.

From April 2020 onward, Goop shifted to hosting virtual "In Goop Health" summits streamed on YouTube free of charge, streamlining their previously live events held in major cities such as Los Angeles, London, and New York. The ninth summit, named "The At-Home Summit," was broadcast live on September 12, 2020, enhancing accessibility and participation during the pandemic period.

Convention and summit participation

In October 2020, Goop took part in the Philippine Digital Convention 2020, where Gwyneth Paltrow represented the company and delivered a speech during the plenary session on opening day.

Philanthropy

Goop contributes support to charitable organizations including Pencils of Promise (PoP) and The David Lynch Foundation by collaborating on educational initiatives in countries such as Laos and Nicaragua and advocating meditation programs for homeless families. In April 2018, Goop partnered with Stephen Colbert’s Covetton House to market products benefiting US public schools through DonorsChoose. Furthermore, Goop organizes an annual closet sale featuring celebrity-donated apparel from figures like Kate Hudson, Miranda Kerr, and Beyoncé, with proceeds directed to DonorsChoose.

Awards and recognition

Juan Paul Ramirez, serving as Goop’s CTO, was honored with the Lucidworks Connector Award in 2020. Gwyneth Paltrow headlined the virtual Philippine Digital Convention (PH Digicon 2020). At the CFDA Fashion Awards 2023, Goop was recognized with the 'Innovation Award'.

Criticism

Goop has been criticized for offering high-priced, "detached from reality" items, which founder Gwyneth Paltrow defends as "aspirational," emphasizing that such products cannot be made available at lower costs and noting that Goop’s editorial content is provided free of charge. The company has also drawn scrutiny for marketing beauty products containing substances it advises consumers to avoid.

In 2015, Paltrow and Goop employees participated in a food stamp challenge to raise awareness for the Food Bank for New York City but discontinued the effort after four days. Critics argued that the challenge did not accurately represent typical SNAP purchases, although some acknowledged its purpose was to demonstrate the inadequacy of benefits even for those with privilege.

Multiple Goop items and blog entries have been described as "snake oil" due to their lack of scientific validation, ineffectiveness, or possible hazards. Early on, Paltrow advocated vaginal steaming—a spa procedure without medical endorsement—which attracted criticism from gynecologists. While Paltrow recognized doubts about the practice, she maintained it possessed "real healing properties." This sparked ongoing disputes with medical professionals such as Jennifer Gunter, an OB/GYN known for challenging Goop’s health assertions.

In 2015, author Timothy Caulfield released Is Gwyneth Paltrow Wrong About Everything?, addressing the lack of evidence behind numerous Goop-promoted products and celebrity health claims. That same year, Goop revived a debunked theory linking underwire bras to breast cancer, which experts swiftly dismissed.

In 2017, Goop promoted the "Jade Egg," a vaginal weightlifting device priced at US$66, claiming it enhanced sexual health. Medical authorities condemned it as unsafe and unsupported by scientific data. In 2018, Goop settled a lawsuit for $145,000 over unproven health claims related to these eggs and an herbal supplement.

Also in 2018, Goop sold "Body Vibes," adhesive patches purportedly made with NASA-grade conductive carbon material intended to "re-balance energy frequency." NASA denied any association, labeling the claim false; the reference was removed and the manufacturer issued an apology.

In October 2017, The Skeptic magazine awarded Goop the Rusty Razor Award for "most audacious pseudo-science," based on public voting. Additionally that year, Goop promoted $135 coffee enemas despite lacking scientific support and known health risks.

In 2018, Goop published articles by Anthony William, a "medical medium" who claims paranormal healing abilities—content widely criticized as pseudoscientific. The Good Thinking Society reported Goop to UK regulators in October 2018 for over 113 alleged advertising law breaches linked to misleading health claims. Laura Thomason from the society emphasized the sheer volume of unproven and potentially dangerous assertions on Goop’s platform.

On January 20, 2020, NHS chief Simon Stevens publicly denounced Goop’s misinformation at Oxford’s Sheldonian Theatre, citing harmful advice such as discouraging chemical sunscreen use and endorsing colonic irrigation despite associated health risks.

Legal settlements

Goop has faced backlash for promoting products grounded in pseudoscience without medical validation. In 2017, Truth in Advertising lodged a complaint with California regulators concerning more than 50 health claims made by Goop, culminating in a $125,000 settlement and a five-year injunction prohibiting unsubstantiated health benefit assertions.

In 2016, following an inquiry from the National Advertising Division of the Council of Better Business Bureaus, Goop voluntarily ceased making claims about Moon Juice's "Brain Dust" and "Action Dust."

In August 2017, Truth in Advertising filed a complaint with California district attorneys over deceptive health claims related to 51 products, including Jade vaginal eggs. The dispute was resolved in September 2018 with Goop agreeing to pay $145,000 in fines, issue customer refunds, and adhere to a five-year injunction banning false statements about product sponsorships, endorsements, or benefits. At that time, approximately 3,000 vaginal eggs had been sold by Goop.

Disclaimers

Goop frequently publishes articles on health and nutrition that include disclaimers emphasizing the content represents the authors' opinions and is intended solely for informational use, not as a replacement for professional medical guidance.

Beginning in early 2018, Goop started categorizing its articles with labels such as "For Your Enjoyment" or "Supported by Science." This practice drew attention from the watchdog organization Truth in Advertising, which informed California authorities that these disclaimers implicitly admit the absence of scientific validation for many health assertions and do not provide legal protection against misleading advertising.

Labels on dietary supplements and their associated websites are required to display the FDA disclaimer: "These statements have not been evaluated by the Food and Drug Administration (FDA). This product is not intended to diagnose, treat, cure, or prevent any disease." Consequently, health claims must be limited to fundamental Structure:Function descriptions regardless of any clinical trial results.

In 2021, Goop was sued over a candle marketed with the phrase "this smells like my vagina," which reportedly exploded after three hours of use. Following this incident, warnings were added advising consumers not to burn the candles for more than two hours consecutively.

Parodies

In December 2016, the book Glop: Nontoxic Ideas That Will Make You Look Ridiculous and Feel Pretentious was released, satirizing Goop by mocking its wellness recommendations. By June 2017, the New York Times remarked that creating parodies of Goop had become a widespread cultural activity.

Starting in September 2015, Stephen Colbert regularly featured a sketch on The Late Show centered on Covetton House, his fictional luxury lifestyle brand selling overpriced items. Gwyneth Paltrow appeared in January 2018 to announce a joint venture between Goop and Covetton House, which included a $900 sponge. They collaborated again in April 2018 to raise funds supporting education initiatives in the United States.

In March 2018, Botnik Studios introduced "goob," a satirical newsletter generated through predictive text algorithms that lampooned Goop with humorous headlines. In October 2018, Heidi Gardner portrayed "Baskin Johns," an inept Goop employee on Saturday Night Live's Weekend Update segment; Paltrow returned as her manager in March 2019.

At the fourth In Goop Health summit, a performance artist sold "Hot Dog Water" as a parody of Goop’s crystal-infused water product.

Within popular media, Mira Sorvino’s character Nicole Rosemary Page in season nine of Modern Family serves as a parody of Paltrow’s role as founder of Nerp, a company similar to Goop. Likewise, Toni Collette’s role as "Joni" in the 2019 film Knives Out depicts the leader of wellness brand Flam, reflecting Goop’s business approach.