goop

Goop is a lifestyle and wellness brand founded by Gwyneth Paltrow in 2008 that publishes editorial content and sells curated products across beauty, fashion, home, and health. It operates a direct-to-consumer e‑commerce shop, develops proprietary product lines (skincare, supplements, apparel), and produces media and events (newsletters, podcasts, books, and TV) to promote its wellness-oriented point of view. Positioned at the premium end of the market, Goop partners with designers and experts for limited collections and experiences, and has drawn both a devoted following and criticism over some of its wellness claims.