“I don’t think anyone believes that I actually run my company”said Gwyneth Paltrow about “Goop” – a wellness and lifestyle company – in an interview with the “New York Times” in October 2023. In March of the same year, Goop – founded by the Oscar-winning actress, who is also the CEO – celebrated her 15th anniversary.

According to her own estimates Paltrowemployed 170 people and included a wide range of brands, products and services. However, Paltrow hinted that the company may not be part of her future for much longer. “I can’t do this job forever”he admitted.

Goop started as a wellness newsletter written by Paltrow from her kitchen and has since grown into a multi-million dollar empire. The company became known for its often controversial products and practices. Goop is also known for its unconventional holiday gift guides. For example, in 2023, some of the wackiest items included a $15,000 24-carat gold vibrator and a $119 shower head that doubles as a “clitoral stimulator.”

In 2024, the wackiness continued with a vibrator that plays your favorite tunes for $159 and a baseball cap with built-in red light therapy, meant to stimulate hair growth and rejuvenate the scalp, for $449 dollars. Although the company continues to make headlines for its provocative products, it has recently been embroiled in legal issues. In March, it was revealed that Goop was being sued by another wellness company for trademark infringement.

Gwyneth Paltrow

Six months after the lawsuit, which has not been finalized, Goop faced another setback in September. “Gwyneth Paltrow’s Goop cuts 18% of workforce to focus on beauty products”reported various American agencies, including “Women’s Wear Daily”, a leading magazine of the fashion industry.

“Goop has long been trying to be known as a wellness company, selling all kinds of products that some might consider weird. It was bad. Fashions don’t last”said the executive director of the public relations agency HeraldPR of New York in an interview with the newspaper “New York Post”.

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For experts, one of the company’s challenges has been its over-diversification. So far, Goop has included a newsletter, a podcast, the Goop Beauty line, the G. Label by Goop clothing line, the Goop Wellness line, two Netflix shows, and five stores. She also launched a series of wellness conferences and a luxury cruise, which she promised “a blend of discovery and restoration” when promoted in 2022.

But after the layoffs, which affected about 40 of its 216 employees at the time, Goop decided to prioritize three core areas: “beauty, fashion and food” and abandon initiatives that proved less profitable, such as wellness (especially sexual wellness) and travel, Business Insider reported. One of the people fired was chief marketing officer Lauren Johnston, a former Google executive who had been with the company for just eight months.

Paltrow

In 2018, a decade after its inception, Goop was valued at $250 million. dollars, the “New York Times” reported. With that in mind, it’s no surprise that Paltrow has greatly reduced her film and television appearances in recent years.

However, Goop’s golden years seem to be fading. After cutting staff by 18% in September, the company made another round of layoffs, affecting 6% of its workforce across departments including beauty, programming and creative.

The actress and entrepreneur, who has a fortune that exceeds 200 million. dollars, he already has a plan for when he will eventually leave the company. “I told my mother, the actress Blythe Danner, that I would do a play when I sold the company”she revealed in her interview with the “New York Times”.