Gwyneth Paltrow openly discussed the ups and downs of running her lifestyle website Goop on “Market Makers,” reports Us Weekly.

“I was a fool. I had no idea what I was getting myself into,” she confessed. “But I have to say, it’s been incredibly rewarding and I learn so much every day. And we're in a really exciting time in the business right now. It's amazing to be the creative force and also to understand what's going on on the fiscal side and with raising money and all of that. It's very challenging."

Goop has often been criticized for selling ridiculously pricey items but the Oscar winner explained that the site is often misunderstood.

"We're always trying to improve," she insisted. "I think that there is sometimes some miscommunication. We aren't a super luxury site, but we're aspirational. We have things on there that cost $40, [and] we have things on there that cost $500."

She continued: "I think sometimes that some of the criticism that Goop gets is because people haven't actually gone to the site and looked around to see what we actually are."

Paltrow is also hopeful that one day Goop will be “its own standalone brand…. My dream would be that in 20 years people would sort of recollect that I had something to do with it...and my involvement would be less essential," she said.

"I never wanted to do a proprietary brand," the “Mortdecai” actress insisted.  "I wanted it to be its own thing that my children can run one day if they want to!"