It's been almost 17 years since Gwyneth Paltrow launched Goop as a newsletter—since then there have been beauty products, a fashion line, vibrators, and vagina candles. But this year—after some tough restructuring—Goop is getting back to its basics, Paltrow tells Fortune in an exclusive interview.
While the brand did multiple rounds of layoffs in 2024, Paltrow says that the overall business is healthy. The company's 2024 revenue increased 10% from 2023, Fortune is the first to report. Goop Beauty, one of three categories the company is now focusing on, was up 34%. Its fashion line G. Label grew 42% year over year. Goop Kitchen revenue, from six ghost kitchens throughout greater Los Angeles, grew 60%.
