After years of explosive growth and controversy, the lifestyle empire streamlines operations to focus on beauty, fashion, and food — cutting non-core ventures and chasing sustainable profits.

Gwyneth Paltrow’s lifestyle and wellness company Goop is undergoing a sweeping corporate overhaul aimed squarely at profitability after years of expansion and scrutiny.

Founded in 2008 as a weekly email newsletter curating Paltrow’s personal recommendations, Goop evolved into a sprawling global brand spanning skincare, fashion, wellness products, and even food delivery. But as the wellness market tightened and investor pressure mounted, Goop began shifting strategy in late 2024 — scaling back its reach to concentrate on the verticals that truly make money.

Refocusing the Brand

In a restructuring drive stretching through 2025, Goop laid off roughly 18 percent of its workforce and wound down several experimental product lines. The company has now homed in on three profit pillars — Goop Beauty, Goop Kitchen, and its fashion division — which executives describe as the brand’s long-term growth engines.

Goop Beauty continues to shine brightest, reportedly posting a 21 percent revenue jump in its latest reporting period and securing a major retail partnership with Ulta Beauty. Meanwhile, Goop Kitchen, the company’s premium food-delivery arm, has become a steady moneymaker across key U.S. cities.

At the same time, Goop discontinued its mass-market “Good Clean Goop” line — a lower-priced collection created with Target and Amazon — signalling a return to its high-end roots and higher-margin strategy.

Controversies Continue

Goop’s renewed focus hasn’t come without turbulence. The brand has long been accused of promoting pseudoscientific health advice and faced a number of legal battles over product claims. In a well-known 2018 case, the company paid $145,000 in civil penalties to settle a consumer-protection suit regarding misleading product marketing.

More recently, Goop faced a trademark-infringement lawsuit from sexual-wellness label Good Clean Love over similar branding. And in late November 2025, after public criticism from PETA, the company removed all angora-wool products from its site — aligning with hundreds of retailers that have banned the controversial fibre.

Looking Ahead

Paltrow, who remains CEO and creative head, has dismissed speculation about stepping back, telling associates she is firmly in “building mode.” Industry watchers say Goop’s renewed focus may help it finally achieve full-year profitability, something the brand has yet to confirm despite occasional profitable months.

Even amid criticism of its corporate culture and past “chaotic” reputation — claims Goop denies — the company continues to command strong loyalty among its affluent target audience. As it narrows its focus, the Goop brand still stands as one of the most recognisable celebrity-driven lifestyle empires in the world.