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Gwyneth Paltrow in a black and white outfit in front of a In Goop Health sign.

Gwyneth Paltrow Takes A Sticky Word And Turns It Into A Lifestyle Brand

Gettyimages | Ian Tuttle
By Dannielle Beardsley

When you hear the word 'goop' what comes to your mind first? Well, it would depend on if you follow the world of celebrities and the businesses they own. If you don't you probably think of a sticky, semi-liquid substance. If you are a mom, you have a painful flashback to a terrible incident with slime. It also was known to mean a person was inconsiderate. Either way, it has a negative connotation. This didn't stop Gwyneth Paltrow from using it as her brand's name.

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Gwyneth in a pale yellow top.
Gettyimages | Theo Wargo

If you follow the stars, you know once they get to a certain point they decide it's time to slow it down. Maybe they think of changing gears. Maybe the appeal of an office and a 9-5 schedule is overwhelming. Or they just want to spend more time with their families. But they turn to having a business of their own. Jessica Alba has The Honest Company, Reese Witherspoon has Hello Sunshine, and a slew of actors have their own liquor brands. Gwyneth Paltrow's started out as a blog.

Gwyneth Paltrow in a short black dress with black suit jacket.
Gettyimages | Alberto E. Rodriguez

In 2008, Gwyneth decided to start writing a weekly newsletter to help people live their best and healthiest lives. Paltrow gave advice using her own personal experiences. After the initial success, a full website was created to help you "nourish the inner aspect". From there it was only logical for Goop to become a full print magazine, to step into e-com fashion, and of course have a podcast and wouldn't be complete without a Netflix series. Goop is now a fully formed lifestyle powerhouse.

Gwyneth in a floor length strapless black dress.
Gettyimages | Dimitrios Kambouris

But why Goop? Why did one of the most well-known stars pick a name that means goo? Well, someone seemed to give her the idea. Gwyneth said someone once told her really successful businesses have double O's in their names. But only if they are internet businesses, don't name your new bank Loop or something. She also liked that it had her initials G.P. in there too. Paltrow said she wanted a word "that means nothing but could mean anything".

Gwyneth in all white in front of The Goop Lab arrangement.
Gettyimages | Rachel Murray

Well whatever her reasons, Gwyneth has turned her pile of sticky into an empire. Her "This Smells Like My Vagina" candle initially sold out at $75 a pop and can be found on e-bay for triple that amount. They say imitation is the sincerest form of flattery, so Gwyneth should be thrilled that parodying Goop is a favorite pastime of celebs and talk show hosts. But Gwyneth-double O-Paltrow took a pile of sticky goo and turned it into a business now worth $25 million bucks. Not too goopy.

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