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goop | |
Company type | Private |
Industry | Publishing Internet retail |
Founded | 2008 |
Founder | Gwyneth Paltrow |
Headquarters | Santa Monica, California, U.S.[1] |
Key people | Gwyneth Paltrow (CEO) |
Number of employees | 80 (2017) |
Website | goop |
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Alternative medicine |
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Goop is a wellness and lifestyle brand and company founded by the American actress Gwyneth Paltrow. It was launched in September 2008 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".[2] Goop expanded into e-commerce, collaborating with fashion brands, launching pop-up shops,[3] holding a "wellness summit",[4] launching a print magazine,[5] a podcast,[6] and a docuseries for Netflix.[7]
Goop has faced criticism for marketing products and treatments that are harmful, described as "snake oil",[8][9] based on pseudoscience, and lack of efficacy. California officials from the Consumer Protection Office have sued Goop for false advertising, asserting that Goop has made unfounded health claims about a variety of products. Goop settled the lawsuit out of court.[10] Class-action lawsuits have been brought against Goop for unsafe products.[11]
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