1. Elise in chair

    “But for its fans—1.3 million followers on Instagram and 36 million listens and counting to its eponymous podcast—Goop is a beacon. It’s also a burgeoning empire that spans multiple and a platforms. It’s a website and newsletter. A fully stocked ecommerce platform and private-label product line (including beauty products and apparel). A podcast. An events business. A Netflix show.”

    Inside Goop’s Evolution From Celebrity Newsletter to Burgeoning Lifestyle and Wellness Empire

  2. Elise in chair

    “Whether you surf the website, watch the Netflix docuseries, listen to the podcast or attend one of the wellness summits, Goop, Gwyneth Paltrow’s lifestyle brand, is omnipresent these days. And we get why.”

    Goop and Banana Republic Team Up For the Ultimate Workwear Collection

  3. Elise in chair

    “Who knew hosting a ‘no makeup’ dinner would be so newsworthy?”

    Artist Alexandra Grant Discusses Beauty, Patriarchy and What Her Godmother Taught Her

  4. Elise in chair

    “Let Paltrow’s latest party be a confident lesson in putting your best face forward.”

    Gwyneth Paltrow Hosted a Dinner in L.A.—And Asked All Her Famous Guests to Come Makeup-Free

  5. Elise in chair

    “When we become empowered to learn more about our bodies, our instincts, our emotional landscapes and the connections therein, maybe we’ll begin to demand that our complex and (still!) mysterious physiologies are treated with respect, dignity, and humility in the realms of medicine and science.”

    Who’s Afraid of Gwyneth Paltrow and Goop?

  6. Elise in chair

    “I’d never seen a woman coming to orgasm filmed that way, with such lack of fetishism. For a moment, I was thoroughly Gooped.”

    The Magical Thinking of “The Goop Lab”

  7. Elise and Gwyneth on goop lab

    “What the show does most candidly, though, is shine a light on the desperation people feel when science cannot understand their pain.”

    Sure, The Goop Lab Is Absurd—but It Also Offers Hope

  8. Gwyneth in orange

    “Then, I realized the show worked. I may have started my journey as an interloper, but I’d officially been Gooped.”

    Watching ‘The Goop Lab’ Could Turn You Into a Member of the Goop Troop

  9. Gwyneth face

    “Goop is ultimately betting that its beauty brand has the legs to compete outside the context of Goop’s own ecosystem.”

    Goop Expands Wholesale Footprint With Sephora

  10. Gwyneth by pool

    “The question of what Paltrow is really like has been central to the Goop brand—for both its fans and its detractors.”

    Gwyneth Paltrow Gets Real About Past Relationships, Her Place in the #MeToo Movement, and Why She Quit Acting for Good

  1. Elise at In goop Health

    “Though I say Paltrow, it’s more than likely her right-hand woman and Chief Content Officer, Elise Loehnen, who’s digging deep into my psyche.”

    What I Wear to Work: Elise Loehnen, Chief Content Officer at goop

  2. Gwyneth face

    “In recent years, she has focused most of her attention on her wellness company, goop, which began in 2008 as a newsletter she sent from her kitchen and is now a vast enterprise.”

    Gwyneth Paltrow Is Not Going to Read This Story

  3. Gwyneth at IGH

    “goop is continuing to expand its podcast division, this time with a focus on clean beauty.”

    goop Builds out Podcast Network With a New Beauty Show

  4. Gwyneth in button down

    “It was an everyday office compliment, except the boss in question was Gwyneth Paltrow (‘G.P.,’ as she’s known at the office), the founder and lifestyle guru behind goop, which sells crystals, cashmere and much more.”

    The Dress Code at goop May Not Surprise You

  5. group of women

    “Gwyneth never sits still, always opening her mind to new ways of thinking.”

    I Spent the Weekend With Gwyneth Paltrow at Her £1,000-A-Ticket Wellness Summit and This Is What I Learnt

  6. fitness class

    “This is a good day for goopies!”

    goop: “I Went to Gwyneth Paltrow’s London Wellness Summit – and It Was One Hell of a Ride”

  7. Gwyneth and Ramsay

    “‘She’s heroic in a way,’ Ramsay-Levi says. ‘She’s an icon…’”

    Gwyneth Paltrow’s Plans for the goop X Chloé Collab

  8. gwyneth laughing

    “Welcome back to London, GP. I, for one, cannot wait.”

    Gwyneth Paltrow Interview: The goop Founder on the Great Power That Comes With Growing Older

  9. Gwyneth and greenery

    “Like G. Label women’s, goop’s first men’s collection, priced $450 to $525, puts a twist on the basics.”

    goop Is Getting Into the Men’s Apparel Business

  10. Men on a couch

    “goopfellas will share stories that encourage men to embrace their shunned vulnerability.”

    Can Dudes Be gooped? Gwyneth Goes After the Guys

  11. Women on couch

    “Beneath the goop logo was a sign urging: ‘Help yourself.’ As if the day was about anything else.”

    Gwyneth Paltrow’s goop Summit Proves Hollywood Retirement Is Working for Her

  12. goop Tokyo

    “goop is spreading its gospel to Asia. Gwyneth Paltrow’s wellness megabrand is set to open a pop-up in Tokyo on April 19, its first foray into the Asian market.”

    goop Goes to Tokyo, Tests Café Concept

  13. Gwyneth and Demi

    “In goop Health runs like a well coconut-oiled machine.”

    Ear Seeds & Psychological Astrologers: Inside goop’s $1,000 Day of Wellness

  14. Gwyneth at IGH

    “In goop Health had all the makings of a holiday.”

    The Top Takeaways From 2019’s in goop Health Summit

  15. goop New York store

    “It’s also, as Zinser notes, a design that is both modern and feminine in a way that fits well with the overall ethos of the goop brand.”

    goop’s New Retail Space Highlights Kmz New York’s Talent

  16. Gwyneth

    “Ms. Paltrow is unbowed. goop is now worth some $250 million, revenues are growing and Ms. Paltrow is looking to Disney for inspiration, visualizing a company that makes money through online retail, offline experiences, ad partnerships and more.”

    Gwyneth Paltrow Is All Business

  17. Gwyneth laughing

    “It seems Paltrow could do anything she turns her hand to.”

    Gwyneth Paltrow on Sex, Controversy and How Not to Be an A**Hole

  1. Elise in chair

    “goop is extremely efficient at converting people, both to the company’s neo–New Age way of thinking and to piling products into virtual shopping carts.”

    Gwyneth Paltrow Wants to Convert You

  2. gwyneth at event

    “Personally, our favorite spot in the store is the dressing room, a bright pink space featuring a mirror emblazoned with the phrase, ‘Damn, you look goop.’”

    Gwyneth Paltrow Toasts Her New goop Store With Vodka Shots, French Fries, and Mini-Bagels

  3. CB2 sofa

    “The thoughtfully curated collection reflects Paltrow’s sophisticated aesthetic, guided by CB2’s modern approach to design.”

    The goop X CB2 Collaboration Brings a Laid-Back Sophistication Into the Home

  4. gwyneths face

    “By the time she stood in that Harvard classroom, goop was a clothing manufacturer, a beauty company, an advertising hub, a publishing house, a podcast producer and a portal of health-and-healing information, and soon it would become a TV-show producer. It was a clearinghouse of alternative health claims, sex-and-intimacy advice and probes into the mind, body and soul. There was no part of the self that goop didn’t aim to serve.”

    The Big Business of Being Gwyneth Paltrow

  5. Gwyneth at In goop health

    “goop also has a legion of worldwide followers so dedicated one might compare the lifestyle brand to a cult or religion. Or, in the case of goop’s summit, an adult summer camp.”

    Gwyneth Paltrow Explains the Meaning of goop, Talks About the Future of Her Lifestyle Brand

  6. Oprah

    “She proves to be a great listener and naturally thoughtful and funny interviewer.”

    goop Has a Podcast—and Oprah Is Its First Guest

  1. Gwyneth laughing

    “goop is the first-of-its-kind brand to get its own Discover channel.”

    Gwyneth Paltrow Is Taking Her Lifestyle and E-Commerce Brand goop to Snapchat

  2. Gwyneth smiling

    “Gwyneth Paltrow is launching her modern lifestyle brand goop in Canada, allowing fans access to her curated range of health, fitness and beauty products, for the first time outside the U.S..”

    Gwyneth Paltrow Brings goop to Canada

  3. Magazine covers

    “Hottest in Wellness/Fitness-Digital”

    Presenting the 2017 Readers’ Choice Poll Winners

  4. Gwyneth smiling

    “If you’re one of those people who eats breakfast every single morning but consistently forgets to apply your antioxidant-rich serum and moisturizer, slacking on your AM skincare routine, Gwyneth Paltrow’s latest beauty innovation will speak to you.”

    Gwyneth Paltrow Wants You to Drink Your Skincare

  5. Gwyneth in an office

    “‘It took a lot of guts, in a way, to plant my flag,’ she says of her decision to move into the lifestyle space almost ten years ago and start her now buzzing brand, goop.”

    How Gwyneth Paltrow Is Making Women Everywhere Crave More Wellness

  6. Gwyneth in a suit

    “As embodied by goop’s founder, Gwyneth Paltrow, the goop way is somehow both ‘easy’ and ‘impossibly _.’ (Gorgeous / elevated / cool, you pick.)”

    Gwyneth Paltrow Wants You to Take Shots

  7. Gwyneth by a plant

    “It’s interesting to be a digitally native brand first and then play with distribution. How do you reach new people? The digital age is incredible, and it’s opened up every opportunity and made the world far more democratic.”

    Gwyneth Paltrow Talks About Her Growing goop Empire — and Its Link to Her Favorite Childhood Candy Store

  8. Gwyneth at IGH

    “Fashion is incredible, but I don’t think of this as fashion. I think of this as really, super-flattering, cool basics, that are not on any schedule or are supposed to move the needle. They are just supposed to be easy and great.”

    Even Gwyneth Paltrow Thinks Fashion Has Gotten Too Expensive

  9. Drawing of Gwyneth

    “I think we are trailblazers. We introduce concepts first and we challenge systems.”

    Q&A: Gwyneth Paltrow on goop, Blazing Trails and Taking Criticism

  10. Gwyneth in mudbath

    “Gwyneth Paltrow’s content-and- commerce company is growing at a rapid clip, with market sources pinning its revenue to at least $45 million in 2017.”

    Inside goop’s First Print Issue

  11. Gwyneth at a desk

    “In just nine years, Oscar-winning actress Gwyneth Paltrow has spun goop into gold.”

    Gwyneth Paltrow on Her goop Expansion, TV Plans and Her Detractors

  12. Gwyneth smiling

    “It’s rare that a print magazine makes a splash these days. Leave it to goop, the Anna Wintour-backed physical manifestation of Gwyneth Paltrow’s digital venture, to not just make a splash but land a perfect cucumber-infused cannonball.”

    A Deep-Dive Into Gwyneth Paltrow’s First Issue of ‘goop’ Magazine

  13. goop night cream

    “It’s an amazing thing when a night cream can predict what you’ll need in the morning.”

    goop Replenishing Night Cream Gives You Gorgeous Skin While You Sleep

  14. Garden

    “[goop Lab] feels like a home, but not just any home: a Nancy Meyers home (ostensibly, the most sought-after aesthetic for women aged 25-dead).”

    goop’s First Permanent Store Is Made to Look Like a Hollywood Home

  15. IGH panel

    “Today, she’s the high priestess of a mini tentacle monetized belief system, that just sold out its first wellness summit.”

    Inside Gwyneth Paltrow’s goop Wellness Summit

  16. woman getting massage

    “Hundreds more were lining up [for In goop Health] on Warner Drive outside. The low hum of their excited chatter mixed with the sound of tuning forks hitting metallic ‘singing’ bowls — bong, bong — and the unrelenting click of camera shutters capturing the day for Instagram feeds.”

    Meet the goopies

  17. capsules

    “Earlier this Spring, goop crashed the party with its own Gwyneth Paltrow-endorsed curated vitamin packets aimed at solving a range of specific issues, like crowd favourite ‘Why Am I So Effing Tired?’”

    Why the Beauty Industry Is Betting Big on Supplements

  18. Women at in goop health

    “This summit has everything: aura photography, yoni eggs, ‘spiritual wi-fi’…”

    LA’s Hottest New Club Is the goop Summit

  19. Gwyneth speaking

    “goop—Gwyneth Paltrow’s influential lifestyle brand—has become a way of life for many of its longtime readers, and, now, about 500 of them will have the chance to experience the goop universe, in all its glory, in the flesh.”

    Gwyneth Paltrow Is Hosting goop’s First-Ever Summit

  20. Gwyneth laughing

    “Brands are lining up to reach goop’s readers, who have an average age of 34 and household income of $100,000 and above.”

    Why Brands Are Clamoring to Work With Gwyneth Paltrow’s goop

  21. crystals

    “The goop conference is the latest extension of Gwyneth Paltrow’s expanding lifestyle empire, which includes retail offerings spanning dresses to perfumes, Paltrow’s cookbooks, and a much-talked-about website that dispenses advice on everything from sex to cooking, travel to fashion.”

    Gwyneth on What to Expect at goop Summit (Hint: Collagen Martinis & Crystals)

  22. Effing tired

    “goop, Florence believes, is at the forefront of that conscious e-commerce movement.”

    Gwyneth Paltrow Wants to Put Her goop Inside You

  23. vitamins

    “Why Am I So Effing Tired? not only wins the award for best name, but it’s chock-full of B vitamins to help regulate your energy levels.”

    Gwyneth Paltrow Is Making goop Vitamins a Reality

  24. goop vitamin packs

    “At a time when the world is awash in wellness gurus, Gwyneth Paltrow holds her own.”

    These Chic New Vitamin Packs Will Fine-Tune Your Diet

  25. Effing tired box

    “It was only a matter of time before Gwyneth Paltrow cornered the supplement market.”

    Introducing goop Wellness, Gwyneth Paltrow’s New Line of Supplements

  26. gwyneth on a beach

    “Gwyneth Paltrow projects otherworldly perfection: she’s an award-winning actress, the guru behind a healthy lifestyle empire, and a mother. But, the truth is she’s also just another person who hasn’t started a post-holiday cleanse yet.”

    In Her 40s, Gwyneth Paltrow Has a Completely Different Understanding of What It Means to Be Beautiful

  1. Gwyneth and children in bed

    “goop Label’s latest edition has arrived, and it includes three pieces courtesy of Gwyneth Paltrow that make us want to curl up next to a fireplace with a hot toddy, like stat.”

    goop Label’s New Collection Is Everything We’ve Wanted

  2. Woman wearing blazer and scarf

    “Paltrow’s small, curated clothing lines for goop are a lean startup’s dream.”

    Gwyneth Paltrow on Why Her Monthly Capsule Collections Sell out in Hours

  3. Gwyneth in a grey coat

    “I run this company. I’m here every day. It’s all I do. I have a laser-sharp focus on what I’m trying to build.”

    Gwyneth Paltrow and goop Go Into the Fashion Business