Inside Goop's Controversial World: Gwyneth Paltrow's Perfectionism and Wellness Woes
The Queen of Wellness: Gwyneth Paltrow's Rise and Fall
Gwyneth Paltrow, the actress and lifestyle mogul, has been at the forefront of the wellness movement for nearly two decades. With her A-list status and vast fortune, she's managed to convince millions of followers to buy into her wacky products and outlandish health claims. But behind the scenes, sources reveal a more complicated picture - one of chaos, resentment, and a culture of fear.
The Birth of Goop
In 2008, Paltrow launched Goop as a lifestyle newsletter, which quickly gained traction with its aspirational content and luxury vibe. The site was divided into sections labeled 'Make', 'Go', 'Get', 'Do', 'Be', and 'See', each one catering to the interests of the über-wealthy and health-conscious.
Paltrow's introduction essay read like a love letter to her own life: "My life is good because I am not passive about it. I want to nourish what is real, and I want to do it without wasting time." It was as if she was inviting readers into her immaculate world of designer clothes, exquisite food, and bespoke wellness retreats.
Wellness Gurus and Snake Oil
Paltrow's fascination with wellness began in the early 2000s, after a series of health scares. She became obsessed with alternative medicine and soon started promoting various products on Goop, many of which were dubious at best. One of her most popular (and profitable) claims was about the healing powers of crystals.
In 2016, Paltrow launched Goop's first sex issue, featuring a $15,000 gold vibrator and "toxic" lubricant that she claimed was safer to use than regular products. Sources close to the company revealed that Paltrow had become increasingly fixated on women's sexuality, using her platform to promote her own brand of "empowering" sex toys.
The Rise and Fall of Goop
In 2017, Conde Nast, the publisher of Vogue and Vanity Fair, approached Paltrow about collaborating on a print magazine. The venture was meant to be a high-end lifestyle publication that would combine luxurious content with top-tier advertising. But things quickly went sour.
Sources revealed that Paltrow had clashed with Conde's fact-checkers, who were appalled by Goop's lack of evidence-based medicine and journalistic rigor. "They don't get it," one insider quoted Paltrow as saying. "We have to do this to help women. This is the patriarchy. Medical funding sponsors research that helps men."
The Partnership Fizzles Out
After two issues, the partnership between Goop and Conde Nast imploded. In an interview with Vanity Fair, Bob Sauerberg, Conde's CEO at the time, said: "It was a love-fest in the early days, but it turned out to be a mismatch."
Paltrow quickly lost interest in the magazine and focused on other areas of her business, including beauty and fashion. In 2024, she announced that Goop would cut 18% of its staff (40 people) and focus exclusively on these sectors.
The Drama Continues
As Goop's fortunes began to decline, Paltrow seemed to be trying to take control of the narrative. "I. Don't. Care," she insisted in an interview with Vanity Fair's Michelle Ruiz. But sources close to the company revealed that behind the scenes, panic was setting in.
In September 2024, news broke that Paltrow would star opposite Timothée Chalamet in Marty Supreme, a movie inspired by table tennis player Marty Reisman. The casting was seen as a strategic move to boost Goop's sales and distract from the company's woes.
The Future of Goop
As the future of Goop remains uncertain, one thing is clear: Paltrow will always be a master marketer. With her unparalleled ability to sell whatever she's peddling, she'll likely emerge unscathed from any calamity.
But beneath the surface, sources reveal a more complicated picture - one of chaos, resentment, and a culture of fear. As Goop navigates its next chapter, it remains to be seen whether Paltrow's brand of wellness will continue to convince the public to buy into her fantasy world.
Sources
- Adapted from Gwyneth by Amy Odell (Atlantic Books, £20), to be published July 31.
- Sources close to Goop and Conde Nast have been granted anonymity in this article.