Goop is getting lean.
The news: Gwyneth Paltrow’s brand will lay off 18% of its workforce as it restructures around fashion, beauty, and food.
Of note, the Goop Health summit, newsletter, and podcast will continue.
Full circle. Once valued at $250M, Goop made new-age wellness mainstream, building an empire spanning content, products, and experiences.
But as AI-powered health gains steam, its cultish appeal may be eroding. Tracking data, more consumers are prioritizing science-backed claims before glossy marketing.
Plus, with women’s health startups scaling up, Goop’s bread-and-butter topics—like sexual wellness—are no longer niches relegated to CPG.
Borderline. Selling similar vibes, brands like Alo and Sporty & Rich show there’s still a market for aspirational wellness — but emphasis is on material goods over health claims.
Switching gears, Goop launched a clean skincare line at Target last year, opened a sixth retail store with in-store facials, and raised $15M to expand its LA-based meal delivery service.
Punchline: Grounding itself in a lifestyle, Goop is doubling down on the categories its CEO knows best. While health and wellness won’t be its focus, it’ll surely keep the connotation.
