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Goop is a company owned by Gwyneth Paltrow and founded in 2008. It is famous for it's use of pseudoscience to promote a wide range of wellness products, alongside more normal lines such as fashion and furniture. These have included jade "eggs" that can be inserted into the vagina and claimed to have numerous beneficial effects.

The company has been the subject of many complaints over the years, ramping up in intensity as more media coverage of its activities became available. It has had to stop selling products as a result of court settlements in the past, but remains able to 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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