The goop Origin Story:
A Timeline

While we’re always reluctant to promote a linear theory of time, anniversaries give us a welcome excuse to look back at how far we’ve come, and all the little milestones along the way…

• 1971

  Computer scientist Ray Tomlinson uses the @ sign to send himself an email.

• 1972

  GP is born.

• 1994

  

  GP films Jefferson in Paris. On set, she begins her tradition of asking the crew for their local café and restaurant recs, which she continues throughout her career to curate lists of the best places to visit.

• 1997

  After a lot of research and testing, GP bakes a dairy-free, gluten-free, sugar-free muffin for her dad. He gives her constructive feedback: “It’s like biting into The New York Times.”

• 1999

  GP does the Master Cleanse—her first. (Wouldn’t recommend.) She also tries a macrobiotic diet for the first time.

• 2004

  GP’s cupping marks, photographed at the Anchorman premiere, cause a…stir.

• 2007

  

  Tracy Anderson kicks GP’s ass for the first time, and a new TAmily is formed.

  

  Peter Arnell jokes to GP that all successful internet companies have double o’s in their name. goop, there it is.

  

  GP meets Dr. Junger, and we get with the Clean Program.

• 2008

  Our first newsletter is sent to 10,377 subscribers. It features recipes for Turkey Ragu and Banana-Nut Muffins.

  

• 2009

  We create the first goop detox. Recipes include Broccoli and Arugula Soup, a blueberry almond smoothie, and Detox Teriyaki Chicken.

  

• 2010

  GP adds learning to meditate to her New Year’s resolutions.

  GP writes about her experience with postpartum depression, introducing a personal essay from Bryce Dallas Howard and an article from a psychologist.

• 2011

  

  GP’s first cookbook, My Father’s Daughter, comes out and hits the New York Times bestseller list.

  OUR NEWSLETTER SUBSCRIBER LIST HITS 400,000.

• 2012

  

  We collaborate with Kain to design the T-shirt we’ve always wanted. (Yes, it costs $90.)

• 2013

  

  GP publishes her second New York Times–bestselling cookbook, It’s All Good. It features a lot of gluten-free, sugar-free (vegetable-forward) recipes. TheAtlantic.com calls it a “Bible of Laughable Hollywood Neuroticism,” writing that she “might have just gone over the edge.” (The gluten-free market in 2020 is projected to reach $23.9 billion.) Star Magazine calls GP the most hated celebrity the same week People names her most beautiful.

  

  With Stella McCartney, we launch five pieces for our first capsule collaboration.

  GP MOVES FROM
  LONDON
  TO LA.

• 2014

  

  Habib Sadeghi and Sherry Sami’s “Conscious Uncoupling” article crashes the site: Time to get a bigger server.

  

  Beyoncé donates shoes to the annual charity closet sale, which crashes the site: still haven’t upgraded to a bigger server.

  

  We make it “official” with our first guy, Kevin.

  

  The first IRL goop pops up in the Brentwood Country Mart—for a week.

• 2015

  

  GP kicks us out of her barn when we hit fifteen employees.

  

  We write about Tikkun, one of our favorite Korean spas in LA, in a roundup. It remains the only time we’ve ever mentioned vaginal steaming on the site.

  

  We get a second guy around the office. He becomes our second Kevin and our first in-house web developer.

• 2016

  Our #bosslady is appointed
  CEO by the board.

  

  Our nontoxic skin-care line, goop by Juice Beauty, hits the shop.

  HQ officially moves from NYC to LA.

  

  G. Label arrives on goop.com, and the Pattner Peak Lapel Blazer—named for our employee No. 2, Britt Pattner—becomes an office staple.

  

  We include a $15,000 gold dildo in our first-ever sex issue. No regrets.

  

  We introduce our Edition 01 fragrance, Winter, crafted with perfumer Douglas Little. #altfragrance

• 2017

  

  Our first wellness summit, In goop Health, debuts in LA. It is the best day.

  

  Our annual holiday gift guides debut our goop x Christian Louboutin baby shoes. If we could go back in time and rewrite their caption, we would: These expensive, these is red bottoms.

  

  Earth to Gwyneth: The first issue of goop magazine hits newsstands.

  

  We hire our 100th employee. His name is…Kevin. (Hi, Kevin D!)

• 2018

  The DonorsChoose checkout opt-in is launched, which means that with your goop shop purchase, you can help teachers in your community fund their classroom projects.

  

  Our CFO, Erica Moore, leads the team in ringing Nasdaq’s closing bell in Times Square.

  

  We bring a fourth Kevin into the fold.

  We announce shipping to Canada in an email to our Canadian subscribers. This is also when we learn that using “eh” as a joke is…not that funny to Canadians.

  

  Our first line of furniture, a real labor of love, launches with CB2.

  We get our first official copy chief, Aura. She is the light of our lives.

  

  goop gets an IT department:
  two guys and a Yorkie.

  

  We launch our podcast, with a very special inaugural guest: OPRAHHHHHHHHH.

  

  We’re back in London for our first international pop-up.

• 2098

  goop develops the first anti-gravity colonic.