Gwyneth Paltrow’s lifestyle brand, Goop, is reportedly facing setbacks, as sources indicate layoffs, flatlining sales, and speculation of a possible takeover. The wellness brand, known for unconventional products like the $75 "This Smells Like My Vagina" candle and high-end items, including $15,000 gold-plated sex toys, has seen challenges meeting consumer expectations. Earlier this month, Goop closed a London store after underwhelming sales, incurring losses near $2 million. “Some years, we’ve doubled in growth. Some years, we are flat. Some years, we’re down, then we’re back up,” Paltrow stated at a recent Forbes summit.
The Global Wellness Institute’s VP of research, Beth McGroarty, described Paltrow as “an absolute genius” for monetizing wellness in unique ways. "She relentlessly monetized it," McGroarty said, citing products inspired by concepts like "forest bathing" and "rest." Yet McGroarty noted that consumer interest has shifted since the pandemic, with people now favoring science-based wellness approaches. “The biggest trend in wellness right now is longevity clinics…a totally different mindset,” she added.
Reports indicate Goop laid off 18% of its staff and is facing competition from brands like Jessica Alba’s Honest Company and Selena Gomez’s Rare Beauty. Despite Goop’s response that sales rose 40% in beauty and 51% in clothing last year, wellness industry observers say that consumers, especially Gen Z, are moving toward budget-conscious, community-oriented wellness options. Facing a changing market, Paltrow’s Goop continues to adapt to retain its standing in the wellness sector.
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