Whatever your opinion might be about Gwyneth Paltrow (and people have many opinions) her frequently bizarre lifestyle advice (steam cleaning our vaginas? Still never) and uncoupling ideas have a knack for sticking in the public subconscious. We’re secretly fascinated by her Goop ideology (it is this that has resulted in Paltrow becoming the think piece target of our generation), and the successful entrepreneur took the simple concept of a lifestyle website and elevated it into a power brand. However, the Oscar winner has revealed that she no longer wants to be associated with the website and blog synonymous with herself, “consciously uncoupling” and health hacks we have no wish to try (sorry, Gwyn).
According to The Guardian, Paltrow, who founded Goop in 2008 as a weekly newsletter, said it was time to step aside for the good of the website’s future.
“In order to build the brand I want to build, its scalability is limited if I connect to it,” Paltrow explained. “So I always think: ‘How can I grow the brand? How can I separate myself from the brand?’ and I think it’s going to be more its own brand.”
“My dream is that one day no one will remember that I had anything to do with it,” she said.
While it might seem odd that the actress suddenly wants to cut ties with the brand that has enabled her to build a personal empire – it resulted in cookbooks, a beauty range and now employs a team of people to offer health, cooking, travel and style tips along with managing an e-commerce branch and she even launched Goop pop-ups around the US featuring collaborations with designers – in recent times the 43-year-old has had to to get on the defensive when it comes to Goop. Since its launch, the lifestyle website and online boutique has frequently come under fire for the prices of the curated items it sells, leading to widespread ridicule.
“Sometimes I’ll get annoyed if someone’s like, ‘Goop is so expensive.’ I’m like, ‘Have you looked at the website? Have you seen the range of price points? ’Cause we sell things that are $8. I’m like, ‘If you want to f–ck with me, bring your A-game. At least have all your information,’” she said last year.
As well as this, her lifestyle and beauty advice has often been scorned – well, not every woman will enjoy being stung by bees – so it seems Paltrow has decided to step back in the hopes that the site can shed the negativity attached to it. However, with the absence of its personal frontwoman, it remains to be seen if it can exist as its own commodity, without the notable star power of Paltrow attached to it. Yes, we all raised our eyebrows at its content, but it has thrived, leading many females in the public eye to follow suite – Reese Witherspoon and Blake Lively started their own brands, but they haven’t reached the same heights as Paltrow.
It will be interesting to see what Paltrow’s next move is and indeed the direction the brand will take without her involvement. Keep your eyes peeled for Goop 2.0.
Via The Guardian