Gwyneth Paltrow’s Goop has tackled skin care, clothing and vaginas. Now, she’s coming for your medicine cabinet.
Today, Goop launched Goop Wellness, a series of vitamin and supplement regimens targeting women’s health woes. There’s “Why Am I So Effing Tired,” for fatigue; “The Mother Load,” for post-pregnancy exhaustion; “Balls in the Air,” for the wear and tear of extra-busy schedules, and “High School Genes,” for sluggish metabolisms. Each collection— a mix of vitamins and supplements, assembled by doctors — retails for $90 per month.
But wait, there’s more! T-shirts emblazoned with the regimens’ names sell for $60, and key chains for $15. No need to blab to all your friends about the vitamins you’re taking — they can read it across your chest instead. It’s so Goop-y, you almost can’t believe a supplement line has taken this long.
Here’s the thing: Paltrow’s foray into supplement sales seems to come from a good place. In this month’s Women’s Health magazine, Paltrow explained that she wants to help women get to the root of their collective funk.
“I think women in modern society don’t feel very well,” she told the mag. “The No. 1 thing women say is, ‘I’m exhausted and I don’t know why!’ I want to get to the bottom of why that is. The supplements were born out of that impulse: I want to feel well, I want my friends to feel well, I want my readers to feel well.”
It’s a noble effort, but misses the mark. Solving fatigue goes beyond just tossing back vitamin B every morning — it requires medical detective work and lifestyle shifts. Sure, supplements may make you feel better, but they don’t “get to the bottom” of why women are exhausted, or stressed, or gaining weight.
And while Paltrow touts her blends as an easy fix, doctors caution that supplements may not have any real benefits, and can even do damage when taken based on guesswork. “It’s really a leap of faith — you can’t take a multivitamin and expect to wake up the next day and feel better,” NYU Langone’s Dr. Steven Lamm told The Post in January.