Goop began in 2008 as a weekly email newsletter from Gwyneth Paltrow’s home, focusing on wellness, beauty, and lifestyle content.  Over the years, it evolved into a full consumer brand spanning e-commerce product lines (skincare, supplements, clothing, home goods), editorial content, pop-ups, and experiential events. The brand has also expanded into wellness food ventures and recently launched “Goop Kitchen” — a food delivery / ghost-kitchen arm.  Goop has faced controversy over claims made in its wellness content, which critics have labeled as pseudoscience.