Goop, arguably the most irritating of all the wealthy white woman lifestyle brands, has become synonymous with its founder Gwyneth Paltrow, and vice versa. But now, the Guardian reports, the actress says she wants to step back from Goop.
"In order to build the brand I want to build, its scalability is limited if I connect to it," Paltrow reportedly said at a conference in Chicago. "My dream is that one day no one will remember that I had anything to do with it."
Paltrow — who once told Conan O'Brien she'd "rather die than let [her] kid eat Cup-A-Soup" — launched Goop as a weekly email newsletter in 2008, and it has since evolved into a full-on #brand replete with pop-up shops and an e-commerce site hawking $458 porcelain bowls and its own line of skincare products.
So why the need for such a "conscious uncoupling"? After all, supreme lifestyle queen and Paltrow nemesis Martha Stewart has achieved astronomic success with her own namesake brand. Perhaps it's because Paltrow, who at one point suggested that parents with "regular" jobs maybe have it easier than Hollywood elite, realizes people find her incredibly pretentious and she wants to set Goop free from these constraints.
But whether or not her name is on the masthead, Paltrow's preciously crunchy bourgeoisie influence is palpable throughout the Goop brand, from its recipes for buckwheat-stuffed peppers with tahini dressing to articles like "Our Favorite Yoga Teacher in Brooklyn" and "A Psychologist Astrologer on Using Your Sun Sign to Navigate Conflict."
• Gwyneth Paltrow Plans Separation From Goop [The Guardian]
• What Critics Are Saying About Gwyneth Paltrow's New Cookbook [E]