How Gwyneth’s Goop turns to gold
From luxury goods to alternative medicine — Gwyneth Paltrow’s lifestyle brand is cashing in the massive boom in the wellness market
New York — Goop, the lifestyle brand headed by Gwyneth Paltrow, is best known as an online product platform for luxury goods. Yet, to the surprise of the medical community, the company has become the epicenter of the multi-trillion dollar wellness industry. The market, which spans everything from mind-body fitness to preventative medicine to spa tourism, was valued at $4.2-trillion in 2017, and grew almost 13% the two years prior, according to the non-profit Global Wellness Institute. “Personal care, beauty and anti-aging” represents the most lucrative sector topping more than $1-trillion, while “healthy eating, nutrition and weight loss” takes second place at $702m. Paltrow is partially responsible for this growth. Her company, which launched as a newsletter for recipes and products a decade ago, has dominated the conversation among women seeking alternatives to traditional medicine. At the March 9 “In Goop Health” conference in New York’s Seaport district, women in expensive athle...
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