Gwyneth Paltrow Parts Ways With Goop, Decides To Consciously Uncouple From Her Brand

Steps back from brand

Gwyneth Paltrow has recently announced that she is stepping away from the spotlight and her role as founder of the lifestyle website, Goop. At the 2016 Sage Summit in Chicago, the actress announced her reasons for “consciously uncoupling” from the brand.

“In order to build the brand I want to build, its scalability is limited if I connect to it. So I always think: ‘How can I grow the brand? How can I separate myself from the brand?’ and I think its going to be more its own brand.”

To advance the brand, Gwyneth, therefore, believes that she cannot be the face or the name behind it and would prefer that no one remembers she had anything to do with its 2008 beginnings.

“My dream is that one day no one will remember that I had anything to do with it,” she continued.

As Entertainment Weekly shares, the Oscar-winner does reflect on her years as the brand’s founder as “an amazing journey,” but has decided that minimal involvement is best for Goop’s success. As stated, Paltrow began Goop back in 2008 as a weekly newsletter, and the site now offers cooking, health and travel advice.

The lifestyle brand reportedly has 12 staff members at present who work in a converted barn in California. Vanity Fair recently reported on what it is like to work for Paltrow and the publication gave great details about the space that is the brand’s headquarters.

“Goop’s headquarters is obviously not some dumpy animal depot, however. It sounds like a chic structure with ‘soaring ceilings and rustic wood floors’ that is ‘nestled among blooming hydrangea bushes.’ The location welcomes ‘soft breeze[s] blowing through a Los Angeles canyon’ and is so pleasant, especially during summer months, that Goop staffers take advantage of the picturesque environment by ‘moving their work outside.'”

A staff member relays that all recipes have actually been tested in Gwyneth’s own kitchen, that the designer clothing is stored in a nook of an attic in the barn that can be accessed by a “whimsical spiral staircase,” and that books are on shelves and organized beautifully by color. In addition, the space is said to smell of essential oils.

Paltrow is set to step back from all of this, yet has apparently created a work environment for her staff that has caused them to feel warmly about their work space and their current boss. Staff members even note how they “affectionately refer to Paltrow as ‘GP'”

It is true that, despite its success, Gwyneth’s brand has been regularly ragged on, likely mainly because its beginnings all came easily due to the millions of dollars and celebrity status Paltrow has. That being the case, her decision to step away and allow the brand to grow without that being the case, may be a fantastic decision for the star.

Paltrow has also indicated that spending time with her children, whom she shares with ex-husband Chris Martin of the band Coldplay, is of utmost importance to her. The pair decided to “consciously uncouple” back in 2014. The announcement to split was actually made by the pair via Paltrow’s lifestyle website.

Recently Paltrow spoke about how happy she is with her and Chris’ decision to split, seeing as it has led them both to maintain an amicable relationship while jointly raising their two children, Apple and Moses. Both Paltrow and Martin have also found love again in their respective relationships. Inquisitr recently reported Paltrow’s words about the challenges faced to keep her family together, despite divorce.

“As anybody who has been divorced knows, you have to put a lot aside to maintain the family and the practicalities of what that might mean and sometimes that’s quite tough on a personal level. It’s a commitment I make every day to my children and their father even though we’re not in a romantic relationship.”

[Photo by Cindy Ord/Getty Images]