When it comes to her wildly popular lifestyle brand, Goop, Gwyneth Paltrow wants to keep it in the family. The actress says she’d love it if her two children with Chris Martin – daughter Apple, 10, and son Moses, 8 – would carry on her work and take over the aspirational website one day.
“My dream would be that in 20 years, people would sort of recollect that I maybe had something to do with it at one point and my involvement would be less essential,” she said during a special edition of Market Makers.
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“I never wanted to do a proprietary brand,” she added. “I wanted it to be its own thing that my children can run one day if they want to!”
Gwyneth launched Goop in 2008 as a weekly e-mail newsletter, but it has since expanded into a fully shoppable website with more than 150,000 subscribers.
She also responded to criticism that the site features only outrageously expensive items.
"We're always trying to improve," she said. "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. We have things on there that cost $500."
She added: "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.”
Despite the criticism, there's no denying that the 42-year-old's venture started a revolution of sorts, with many other stars launching their own lifestyle companies and following in Gwyneth’s footsteps.
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Jessica Alba launched The Honest Company in 2012, a subscription-based website that’s a veritable how-to guide on clean living and sells non-toxic household products and baby items.
Other early adopters were Elizabeth Banks at elizabethbanks.com (launched in 2012), The Hills breakout star Lauren Conrad at laurenconrad.com (launched in 2011), The City antagonist Olivia Palermo at oliviapalermo.com (launched in 2011) and Pretty Little Liars actress (and one of Canada's Most Beautiful stars) Shay Mitchell at amoreandvita.com (re-launched in 2014).