By Michael Schulson/Undark
For years, experts have said that Goop, the wellness and lifestyle brand founded by the actor and entrepreneur Gwyneth Paltrow, markets pseudoscience and overblown cures. And for years, despite the criticism, Goop has just kept growing.
Now the company, which was valued at $250 million in 2018, seems poised to reach an even larger audience. Earlier this month, Goop announced details of three new ventures: a distribution partnership with the cosmetics giant Sephora; a “wellness experience at sea” with Celebrity Cruises; and – to the chagrin of many science advocates – a six-part series on Netflix, the streaming service with more than 150 million subscribers.
The Netflix show features Paltrow and colleagues exploring a range of alternative healing practices, including energy healing, exorcism, and sessions with psychic mediums.
“What we try to do at Goop is to explore ideas that may seem out there, or too scary,” Elise Loehnen, the company’s chief content officer, explains in the series trailer, which also boasts that the show will feature risky and unregulated treatments.
“We’re here one time, one life,” Paltrow exudes in the trailer, reflecting her signature embrace-new-ideas attitude. “How can we really milk the shit out of this?”
Posted on January 28, 2020