Gwyneth Paltrow, founder of lifestyle brand Goop, has spoken out to dispel rumors of the company's decline, citing ongoing efforts to optimize its profitability and revenue growth. In a recent cover story for Vanity Fair, Paltrow addressed concerns about Goop's performance, which has faced increased competition in the celebrity wellness space.

Founded in 2008, Goop has raised over $140 million from investors, including Greycroft and G9 Ventures, according to Pitchbook. The brand has been regarded as one of the first successful lifestyle companies founded by an actor. However, in recent years, Goop has faced challenges, including flat sales since 2021 and struggles with its beauty line, as reported by industry insider publication Puck.

In response to these challenges, Goop underwent restructuring efforts, resulting in layoffs of 18% of its 216-person workforce in September, followed by another round of layoffs in November. Despite these setbacks, Paltrow remains optimistic about the company's future, citing efforts to optimize its EBITDA (earnings before interest, taxes, depreciation, and amortization) as a key strategy for growth.

While Goop did not disclose its current profitability, a spokesperson revealed that 2024 has been one of the company's best years yet, with revenue up 10% from 2023. Additionally, Goop's various brands, including Goop Beauty, G.Label, and Goop Kitchen, are reportedly seeing growth. Goop Kitchen, a home delivery service launched in 2021, recently closed a $15 million funding round from investors, including Travis Kalanick.

The celebrity wellness landscape has undergone significant changes since Goop's inception, with many celebrities recognizing the potential for billions of dollars in revenue. As a result, Goop faces increased competition from brands like Hailey Bieber's Rhode, Rihanna's Fenty Beauty and Fenty Skin, and Meghan Markle's upcoming lifestyle brand, As, Ever. Despite this, Paltrow does not view the competition as a zero-sum game, stating, "I think there's always more than enough to go around. Everybody deserves an attempt at everything they want to try."

As Goop seeks to reclaim its edge in the competitive celebrity wellness space, Paltrow's comments suggest a focus on innovation and adaptation. With its diverse range of brands and services, Goop is poised to continue playing a significant role in the industry, even as new players enter the market. As the celebrity wellness space continues to evolve, it remains to be seen how Goop will navigate the changing landscape and maintain its position as a leader in the industry.