gwyneth-paltrow
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Gwyneth Paltrow and the business of having taste
An Oscar made Gwyneth Paltrow famous. A newsletter gave her a different kind of authorship. Eighteen years into goop, she is still testing how much of a life can become a business.
goop
goop is a wellness and lifestyle brand founded by actress Gwyneth Paltrow in 2008 that began as a weekly email newsletter and grew into a direct-to-consumer company selling clean beauty, skincare, supplements, fashion, and home goods alongside editorial content, a podcast, and events. It pairs aspirational storytelling with 'contextual commerce,' turning wellness articles into shoppable curation for a largely affluent, female audience. The brand is known both for pioneering the modern wellness-media category and for the controversy its more provocative products and health claims have generated.