Goop is the brainchild of actress, cookbook author and businesswoman Gwyneth Paltrow.
Starting as a weekly wellness and food newsletter, Goop has grown to become a curated e-commerce site for wellness and healthy beauty products, travel guides, fashion and homewares. The brand has launched pop-up shops, a men’s newsletter, an annual wellness summit, print magazine, podcast and Netflix series, "The Goop Lab."
In 2016, Goop introduced its own brand of fragrance, health supplements and organic skin-care. Goop makes 70 percent of its revenue through sales of other brands' products.