Gwyneth Paltrow Addresses Backlash She Faced When She Started Goop: ‘People Thought We Were Nuts’ (Exclusive)

Goop has come a long way in its 15 years—and changed many minds about wellness.

Founder Gwyneth Paltrow vividly remembers the early days of the company, which launched in 2008 as a lifestyle brand before branching out into e-commerce with health-focused products and a variety of beauty essentials.

“People thought we were crazy at first,” Paltrow tells PEOPLE. “It’s such a good lesson for me, just be yourself, stick to your guns, find your resilience, keep going and you can build a brand that makes sense if you really mean it.”

While some of Goop’s ideas have been out of the box — like that vaginal candle that no one will ever stop talking about — Paltrow says she’s proud that her company has always stayed true to what it believed in.

“I think we’re really clear about our values, and it’s nice to see that they’ve resonated more and more over time,” she says.

Colina Rentmeester / Trunk Archive

Never miss a story — sign up for PEOPLE’s free daily newsletter to stay up-to-date on the best PEOPLE has to offer, from juicy celebrity news to compelling human interest stories.

Paltrow and Goop celebrated 15 years with the launch of good.clean.goop, which brings Goop skin care, body care and wellness products to Target and Amazon at prices ranging from $19.99 to $39.99. In short, it’s making Goop more accessible to a wider audience, something Paltrow said she’s always wanted to do.

“The idea for good.clean.goop has been kicking around the goop headquarters for a decade,” Paltrow tells PEOPLE. “We originally started with the Goop beauty line, and over time we felt a growing passion for creating clean, effective products at a more affordable price and for a wider audience.”

“In the industry they call it mastiga,” she adds. “I love that word, between mass and prestige. We set out to create this and it was a lot of fun.”

The new line, available for purchase, features six skin care products (Daily Juice Cleanser, Fruit Facial Scrub, Illuminator 10% Glycolic Toner, Healthy Anti-Aging Serum, Nutrient-Rich Daily Moisturizer and Wide-Awake Eye Serum ), three products for body care (The Body Smoother Replenishing Cream, The Naked Elixir Body Oil and The Body Facial Exfoliating Scrub) and one hair care product (The Powerscrub Scalp Detox). It also features a wellness collection with four chewable supplements targeting skin, immunity, libido and cognitive function.

Gwyneth Paltrow on Marriage, Her ‘Intensive Year’ and Life in the ‘Faltrow’ Mixed Residence (Exclusive)

Gwyneth Paltrow at the 2023 CFDA Awards.

Dimitrios Kambouris/Getty

Gwyneth Paltrow on why she went to trial in ski accident: ‘I believe in fighting for what’s right’ (Exclusive)

Paltrow also celebrated her milestone with her company with an honor at this year’s CFDA Awards. Goop received an Amazon Fashion Innovation Award at this month’s event, and Paltrow told PEOPLE on the red carpet that she never slows down when it comes to her creativity in her business.

“I think I’m kind of wired like that,” Paltrow said. “I’m always thinking about what’s around the corner and what I’m missing out on…what our customers are missing, what could be exciting.”

She continued: “I think I’m innately a very creative person, so there’s always something going on.”

The CFDA praised Patrow’s brand before the ceremony, saying it “offers the tools for a life of indescribable beauty – filled with action, depth and promise.”

Categories: Trends
Source: HIS Education