Gwyneth Paltrow's Goop Brand Might Be Suffering From a 'Midlife' Crisis

In September 2008, Gwyneth Paltrow launched her lifestyle brand , Goop, as a weekly newsletter offering health and wellness advice. Before long, the business eclipsed her Hollywood career and flourished with a magazine, products, a podcast, and even pop-up shops with the Goop name. Paltrow inspired other A-list stars to enter the lifestyle space because it was so lucrative.

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Now that Goop has been around for almost 16 years, the company is reportedly going through some growing pains, according to Puck News . They are claiming that sales “have been more or less flat since 2021,” and her more affordable line of beauty sold at Target and Amazon isn’t selling well either. It’s what they are describing as a “midlife funk” — and Paltrow’s “polarizing” personality might have something to do with it.

A source with insider information about her partnership with Target alleged that the company had “reputational concerns” about the 51-year-old entrepreneur and made the decision to “take a step back” from promoting her products in-store. The insider added, “ They got so conservative because of what was happening with Pride that everything was put on hold. Gwyneth ended up opening up the brand to Amazon, and it was not an exclusive launch. The brand lost momentum––it was put on a back endcap in the store, and it never really got traction.”

Paltrow’s’ other issue is competition. Dozens of celebrities followed her lead and entered the beauty, lifestyle, and wellness sector, and many are beating her at her own game. Rihanna’s Fenty Beauty, Selena Gomez’s Rare Beauty, and Kylie Jenner’s Kylie Cosmetics are giving Paltrow a run for her money. These brands have been a hit with Gen Z and Millennials while the Iron Man star often finds herself running afoul on the internet.

From detox diets to promoting a $120 pack of a dozen diapers, Paltrow often feels detached from her audience. Goop can feel elitist at a time when fans are looking for something more relatable. Paltrow may have to pivot to avoid the growing pains Goop is going through, and it might involve an entire rebrand.

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