What does Gwyneth Paltrow’s Goop stand for?

In September 2008, Paltrow launched the weekly lifestyle newsletter, Goop, encouraging readers to nourish their inner aspects. Goop expanded into a web-based company, Goop.com.

According to Paltrow, the company’s name came from someone telling her that successful internet companies have double O’s in their name, and “is a nickname, like my name, is G.P. so that is really where it came from”.

Goop, and by extension Paltrow, have faced backlash for showcasing expensive products and promoting medically and scientifically impossible treatments, many of which have harmful consequences.

In January 2021, it was announced that Paltrow was an early investor in Thirteen Lune, an e-commerce site focused on makeup, skincare, haircare and wellness products owned by people of colour and ally brands.