Seb Bishop was CEO of Goop from 2011 to 2014. According to Paltrow, the company's name came from Peter Arnell telling her that successful internet companies have double O's in their name, and she 'wanted it to be a word that means nothing and could mean anything'. Goop was founded in Paltrow's home in London, beginning as a newsletter in 2008, with an editor's note in each email from Paltrow offering insight into her daily life. Class-action lawsuits have been brought against Goop for unsafe products. Additionally, California officials from the Consumer Protection Office have sued Goop over accusations of false advertising, asserting that Goop has made unfounded health claims about a variety of products sold on its website Goop agreed to settle the lawsuit out of court.

Goop has faced criticism for marketing products and treatments that are harmful, described as ' snake oil', based on pseudoscience, and lack efficacy. A website was later added, and then Goop expanded into e-commerce, collaborating with fashion brands, launching pop-up shops, holding a 'wellness summit', launching a print magazine, a podcast, and a docuseries for Netflix. Launched in September 2008, Goop started out as a weekly e-mail newsletter providing new age advice, such as 'police your thoughts' and 'eliminate white foods', and the slogan 'Nourish the Inner Aspect'.

Goop (stylized as goop) is a wellness and lifestyle brand and company founded by actress Gwyneth Paltrow.

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