Gwyneth Paltrow is an Oscar-winning actress turned entrepreneur who founded the wellness-lifestyle company goop in 2008. Starting as a weekly newsletter, goop expanded into e-commerce, media, beauty, fashion and travel. Under her leadership, the brand has extended into luxury sub-labels like the fashion brand GWYN (formerly G.Label) and a portfolio of beauty and wellness products. Paltrow’s business moves exemplify the evolution of creator-founder culture: leveraging personal brand, storytelling and commerce into a multi-category enterprise.