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Gwyneth & Now

A micro-targeted mini press tour proclaiming the revival of her acting career has unintentionally turned a spotlight on Goop—Paltrow’s 17-year-old, unprofitable company currently in the throes of reinvention. Did she drop some clues about Goop’s future along the way?

Gwyneth Paltrow
Her return to the stage seems like a natural segue for the next iteration of Goop, which Paltrow has been trying to reinvent for years, and whose investor base has been patiently waiting for years for an exit. Photo: Lexie Moreland/WWD/Getty Images
Rachel Strugatz
March 26, 2025

Gwyneth Paltrow’s annual press dump kicked off last week with a Vanity Fair cover, a Goop-focused Q&A in Fortune, and the resolution of a nonexistent feud with her Montecito neighbor Meghan Markle, whose Loro Piana and Jenni Kayne knits are suddenly capturing attention. It seems like we are at the beginning of a nine-month reentry campaign that will culminate with the Christmas Day release of Marty Supreme, Paltrow’s first leading role in 15 years. What a time to be alive.