Gwyneth Paltrow's "lifestyle brand" Goop started modestly enough in mid-2008 as a simple weekly newsletter providing new-age advice, such as, "police your thoughts" and "eliminate white foods."
The brand quickly gained traction, subscribers, and bright-eyed female followers who all idolized the teachings of the Church of Gwyn.
It wasn't much time before a weekly newsletter expanded into a full-blown lifestyle empire consisting of an e-commerce store, retail store, print magazine, and digital content covering a broad range of topics, from travel, beauty, food, style, work, and wellness.
This goliath of a company now has cult-like admirers of women that can even compare to that of Martha Stewart or even Oprah's following. Whatever Gwyn touches, turns to gold, and you can be sure that her "Goopies" will throw money at whatever she endorses in a heartbeat.
Canadian medical community is weary
Goop has been heavily criticized in the past for failing to properly fact-check their stories. In particular, Goops's health and wellness solutions and advice are notoriously known for being based on unreliable research and science. As Gwyneth's Goop prepares to fully enter the Canadian market critics in the medical community are already ready to push back.
The most famous example, Goop claims that the jade eggs, sold for $66 and inserted into the vagina, would improve sexual pleasure and prevent uterine prolapse. Medical professionals like gynecologist and obstetrician Jennifer Gunter have come forward to say that this claim is based on pure pseudo-science and is the "biggest load of garbage" they've read on the site.
Despite the controversy, Goop's followers remain loyal; even paying hundreds if not thousands of dollars to watch queen Gwyneth pontificate on the benefits of vaginal eggs and other wellness advice live at "Goop Summits."
Canada will be hosting it's very own "Goop Summit" in Vancouver this fall. According to a source, it will be more intimate and less intense than the U.S based summits. That said, the starting price for the Vancouver summit is $400.
No such thing as bad press
Funnily enough, the more controversy buzzes around about Goop, the more popular the site becomes.
The New York Times even recently wrote a piece titled "How Goop’s Haters Made Gwyneth Paltrow’s Company Worth $250 Million."
Despite the pushback from the Canadian medical community, I don't think there is anything that can stop this force-of-nature. Gwyneth Paltrow has created a brand that resonates with women on a level that's rarely seen in the commerce and business world.
Although I personally remain skeptical about the benefits of jade eggs and other dubious health guidance provided by Goop, I can't help but think - "good for her."