When Gwyneth Paltrow won the Oscar for Best Actress in 1998, no one expected her to pivot from Hollywood to retail. Just ten years later, Paltrow founded her lifestyle brand Goop as a free newsletter, and by 2018 she had built it into a company with a $250 million valuation. How and why did the A-list actress start selling luxurious alternative-medicine products? Our latest Instaread original examines her unusual and highly successful business model.
