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Gwyneth Paltrow's Goop has always been a lightning rod for controversy, lauded by some as a wellness innovator and criticised by others for its outlandish products and pricey offerings. A new book delves deep into the inner workings of the lifestyle brand, revealing the demanding culture fostered by Paltrow's relentless pursuit of perfection. This exclusive extract explores the origins of Goop, from its humble beginnings as a newsletter to its current status as a global phenomenon, and unveils the surprising story behind one of its most iconic—and mocked—products: the 'This Smells Like My Vagina' candle.

Goop began as a simple email newsletter nearly a decade ago, a passion project for Paltrow to share her personal lifestyle choices and recommendations. Initially, it was a relatively low-key affair, offering curated lists of books, recipes, and travel tips. However, as Goop’s popularity grew, Paltrow began to experiment with more unconventional products, often pushing the boundaries of wellness and sparking heated debate. While these products frequently generated headlines and boosted sales, they also contributed to a growing perception of Goop as elitist and out-of-touch.

The new book paints a picture of a workplace where Paltrow’s high standards and exacting attention to detail created a tense and, at times, 'noxious' atmosphere. Employees reportedly felt pressure to anticipate her needs and adhere to her vision, even when it meant promoting products or ideas that were questionable or scientifically dubious. The book details instances where Paltrow’s perfectionism led to clashes with staff and raised concerns about the brand’s ethical practices.

But amid the controversy and criticism, Goop has undeniably had a significant impact on the wellness industry. It has helped popularize concepts like adaptogens, intermittent fasting, and vaginal steaming (despite the lack of scientific evidence supporting their benefits). The brand’s success lies in its ability to tap into a desire for self-improvement and a willingness to embrace alternative approaches to health and wellbeing.

And then there's the candle. The infamous 'This Smells Like My Vagina' candle, launched in 2019, became an instant viral sensation, generating both outrage and amusement. The story behind the candle's creation, as revealed in the book, is surprisingly straightforward. Paltrow reportedly had the idea after a journalist described her as smelling like the candle during an interview. She ran with the concept, embracing the provocative nature of the product and turning it into a marketing triumph. While the candle was undeniably a stunt, it perfectly encapsulated Goop’s willingness to court controversy and challenge conventional norms. The candle sold out almost immediately, proving that even the most outlandish ideas could find a receptive audience.

Ultimately, the story of Goop is a complex one, encompassing ambition, innovation, controversy, and a relentless pursuit of perfection. Whether you love it or hate it, there’s no denying that Goop has left an indelible mark on the cultural landscape. This new book offers a fascinating glimpse behind the velvet rope, revealing the inner workings of a brand that continues to fascinate and provoke.