Lifestyle brand company founded by actress Gwyneth Paltrow
Goop is a wellness and lifestyle company founded by actress Gwyneth Paltrow. It was launched as a "lifestyle brand" by Paltrow in September 2008, beginning as a weekly e-mail newsletter providing new age advice, such as "police your thoughts" and "eliminate white foods", and the slogan "Nourish the Inner Aspect". A lifestyle website was later added, and then Goop expanded into e-commerce, collaborating with fashion brands, launching pop-up shops, holding a "wellness summit", launching a print magazine, a podcast, and a docuseries for Netflix.
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