The Real Problem with Goop, Inc.

It’s deeper than you think.

Goop, Gwyneth Paltrow’s lifestyle brand is coming to your living room via Netflix with “The Goop Lab” — where Gwyneth and her crackerjack team look at various wellness topics.

Now, I want to make it clear, that I like Gwyneth Paltrow. If Gwyneth wants to invite me to the Oscar’s, I’m in. Party at her Brentwood Estate? Sign me up.

But Goop… see Goop bothers me a bit. Here’s why. Goop is not your typical lifestyle brand hawking makeup and 10 tips to make sex outstanding. I mean, it is. But a huge part of its business model relies in selling products based on dubious health claims — you may remember the kerfuffle that resulted from Goop’s “jade vaginal eggs” marketed to improve sexual functioning.

Currently, the site sells a variety of herbal remedies in very classy, medical-appearing packaging. Here is Goop’s “perfect attendance” supplement which purports to offer “immune support”. Note the careful avoidance of terms that would imply it is intended to treat, cure, or prevent any disease which would subject the substance to FDA scrutiny.