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Gwyneth Paltrow teased a new Goop Beauty product in a playful Instagram video featuring her in a towel
Paltrow launched Goop in 2008 and has since expanded it into wellness, beauty, and lifestyle products and services
The brand is known for buzzworthy items like the “This Smells Like My Vagina” candle and crystal vaginal eggs
Gwyneth Paltrow is baring all in a new video for her brand Goop Beauty.
In a clip Paltrow, 53, shared on Instagram on Thursday, July 16, the Marty Supreme actress is seen wrapped in a white towel while scrolling on her phone and standing in a wildflower field. A nude Paltrow then cheekily drops her towel before the Goop Beauty logo flashes across the screen.
“Want to shower with us? The next addition to your daily ritual is dropping soon, from goop beauty,” the caption reads.
Paltrow launched Goop in 2008, initially as an email newsletter featuring health and lifestyle advice. The company went on to launch its own cosmetics brand with Goop Beauty and a chain of health-focused delivery food, Goop Kitchen.
Goop has also released several conversation-sparking products throughout the years, including the 2020 candle called “This Smells Like My Vagina,” and a line of crystal vaginal eggs.
Paltrow’s Goop Home has already released a line of cookware, decor, laundry, garden and home design items. Goop Beauty boasts a skincare and makeup range, while Goop Bath includes a dry brush, a bath soak, and a body polish.
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The Academy Award winner was inspired to start the brand a few years after her father, Bruce Paltrow, died from throat cancer in 2002, author Amy Odell wrote in the 2025 book Gwyneth: The Biography, which PEOPLE previously shared an exclusive look at.
After a health scare, Odell wrote that Paltrow allegedly began to seek the advice of numerous different doctors, working to “optimize” her lifestyle as much as possible.
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