Goop is a company owned by Gwyneth Paltrow and founded in 2008. It is famous for its use of pseudoscience to promote a wide range of wellness products, alongside more normal lines such as fashion and furniture. The company are famous for their jade "eggs" that can be inserted into the vagina and they claim these have numerous beneficial effects. Canadian-American obstetrician-gynecologist Dr Jen Gunter has been a constant critic of Paltrow and Goop by highlighting the range of dangerously pseudoscientific products on sale.

The company has been the subject of many complaints over the years, ramping up in intensity as more media coverage of its activities became widespread. It has had to stop selling some products as a result of court settlements in the past, but still sell many others. The company has had financial success and is worth an estimated $250 million.

According to Paltrow, the company's name "is a nickname, like my name is G.P., so that is really where it came from. And I wanted it to be a word that means nothing and could mean anything."

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