It was launched in September 2008 as a weekly e-mail newsletter providing new age advice, such as "police your thoughts" and "eliminate white foods", and the slogan "Nourish the Inner Aspect".

[7] Goop has faced criticism for marketing products and treatments that are harmful, described as "snake oil",[8][9] based on pseudoscience, and lack efficacy.

The position remained vacant until early 2017, when the board named Paltrow, who had previously announced in 2016 that she would be stepping away from Goop,[24] to fill the post.

[28] In an April 2017 Jezebel article, Stassa Edwards criticized Goop's marketing and retail strategy, claiming that the company profits "from endless illness".

[36] In late July 2020 Goop moved to their new corporate headquarters in a larger location, also in Santa Monica, whose interior was designed by the multidisciplinary firm Rapt Studio.

[51] Among Goop's financial backers is Greycroft Partners, a venture capital firm which has also backed other businesses including Klout, Huffington Post, Venmo and Ireland-based cosmetic treatment/beauty clinic chain Sisu.

[55] In 2016, additional funds also led to an increase in staffing for Goop, as well as the launch of new products, including a fashion label[56] with a focus on practical, tailored clothing.

[16] The company also partnered with Westin Hotels & Resorts to offer a range of fitness programs called "G. Sport Sessions" later that summer.

[85][86] Beginning in November 2020 JetBlue Mint business class overhauled customer amenities to include several products from Goop’s cosmetic line.

[124][125] In a Skeptical Inquirer interview, Bob Nygaard said, “I wouldn’t presume to know whether or not Gwyneth Paltrow understands the gravity of promoting self-proclaimed psychics … but I, like you, fear that Paltrow’s The Goop Lab episode ‘Are You Intuit?’ will increase the likelihood of more vulnerable people being defrauded.”[126] Goop held its first wellness summit in June 2017.

The digital summits were simplified versions of the live events Goop had held in the past in cities such as Los Angeles, London, and New York.

[143] In April 2018 Goop partnered with Stephen Colbert’s satirical Covetton House to sell products whose sales proceeds benefitted US public schools via the non-profit organization Donors Choose.

[157] A number of products sold by Goop, as well as ideas promoted in its blog posts, have been criticized as "snake oil" for having no scientific basis, not producing the desired results, having no medical benefit, or potentially even being harmful.

[8][9] In January 2015, Paltrow advocated for a spa treatment referred to as vaginal steaming, described as "snake oil,"[158] a process she reportedly underwent at the Tikkun Spa in the Los Angeles area, wherein "you sit on what is essentially a mini-throne, and a combination of infrared and mugwort steam cleanses your uterus, et al [sic].

"[161] An article published on July 18, 2017, in TheStar.com documented the ongoing battle over this issue between Paltrow and Jennifer Gunter, an OB/GYN for Kaiser Permanente in San Francisco, whom the Toronto Star dubbed an expert in "vaginal health.

in which he described the lack of evidence for several products sold by Goop and endorsed by Paltrow, as well as health claims made by other celebrities.

[163][164][165][30] In October 2015, in a blog post in Goop, Habib Sadeghi revisited the disproven claim that breast cancer might be linked to wearing underwire bras.

"[167] In January 2017, Goop marketed the "Jade Egg" for US$66 as a form of vaginal weightlifting which, according to their website, is "used by women to increase sexual energy, health, and pleasure.

[176][177] In January 2018, Goop was criticized for posting articles by "medical medium" Anthony William who claims to use paranormal abilities to give advice.

[178] Goop has said of William, that he: [...] is one of the most unconventional and surprisingly insightful healers today: As he explains, the voice of a divine force called Spirit guides him to identify the roots of his patients’ hard-to-diagnose illnesses and find the best solutions to restore their health. [...]

Below, he breaks down what makes them so powerful [...] which ailments (from anxiety to Lyme disease, adrenal fatigue, and brain fog) to target with each food [...][179]In October 2018, the Good Thinking Society reported the company to the National Trading Standards and the Advertising Standards Authority, claiming that Goop had breached over 113 advertising laws of the UK.

Laura Thomason, project manager at the Good Thinking Society told The Independent:[180] It is shocking to see the sheer volume of unproven claims made by Gwyneth Paltrow’s Goop about their products, especially given that some of their health advice is potentially dangerous. [...]

[180]On January 20, 2020, speaking at the Sheldonian Theatre in Oxford,[181] the head of the UK's National Health Service, Simon Stevens spoke about misinformation which harms patients, exemplified by Goop's claim that "chemical sunscreen is a bad idea," and Goop's promotion of colonic irrigation, which Stevens said are "carrying considerable risk to health."

Goop has faced criticism for marketing products and treatments that are based on pseudoscience, lack efficacy, and are recognized by the medical community as harmful.

[183] In August 2017, the consumer advocacy group Truth in Advertising filed a complaint with district attorneys in the state of California regarding "deceptive" health claims made by Goop regarding 51 products, including Jade vaginal eggs among others.

"Printing this disclaimer on labels and website does not permit health claims beyond the very basic Structure:Function vocabulary regardless of how strong any clinical trial evidence is.

[193] In December 2016, a book parodying Goop called Glop: Nontoxic Ideas That Will Make You Look Ridiculous and Feel Pretentious was published and included advice such as: "Our modern lifestyles are absolutely full of toxins—nearly everything we come into daily contact with, from Egyptian cotton sheets to 8-carat diamonds to yacht paint, is dangerously noxious.

[196] In September 2015, The Late Show host Stephen Colbert began a recurring sketch about his spoof lifestyle brand Covetton House, which promotes everyday products with fancy names and jacked-up prices.

[199] The character reappeared in a March 2019 episode of the show, this time with a surprise appearance of Paltrow as "Fifer James," Baskin's manager.

[citation needed] Toni Collette's character "Joni" in Knives Out (2019) runs a similar wellness "lifestyle brand" company called Flam.