Gwyneth Paltrow, who dated Brad Pitt and Ben Affleck and won the Academy Award for Best Actress for her performance in Shakespeare in Love, was the stereotypical It Girl and Hollywood nepo-baby throughout the 1990s and early 2000s. Paltrow then planned a career diversion that no one really anticipated in 2008: she created a website and a free weekly email that included her top picks for dining establishments, vacation spots, upscale hotels, fashion stores, and day spas. You might call it the Gwyneth Hot List.
This was the beginning of Goop, a pioneering platform in the fields of wellness, fashion, and beauty that expanded into a vast media and e-commerce company in less than ten years. Journalist Amy Odell writes in her new book, “Gwyneth: The Biography,” published by Gallery Books, that Goop became “the authority on what we put in our bodies (supplements), how we treat our bodies (sleep, detoxes, and exercise), and what we put on our bodies (serums and creams),” based on Paltrow’s “beauty, charm, and pedigree.
Paltrow gave wellness a story and a lovely, elegant look. She reframed it as a luxury and demonstrated that it could be made profitable in ways other than charging for massages, facials, and cosmetics. She was the driving force behind the shift from the “global spa economy” to Big Wellness.
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