Gwyneth Paltrow, the actress and e-commerce entrepreneur, is now making a foray into the world of print.
On Tuesday, Paltrow and her business partner, Goop CEO Lisa Gersh, announced their plans to launch Goop Press, a print venture that aims to publish four titles each year. To curate and produce the books, Goop will be partnering with Grand Central Publishing, she told the audience at Fast Company's Innovation Festival in New York City on Tuesday.
Goop Press' first book release will be Paltrow's next cookbook, It's All Easy. The partners involved will be "people we work with, and people we know," the actress explained. One title in the Goop series will come from a partner that Paltrow and Gersher have taken on -- a beauty brand, for example -- and the other three from experts in related industries, such as health and wellness.
Since the launch of Goop.com, her weekly lifestyle newsletter of advice, recipes, and travel guides, in 2008, Paltrow says she's learned a lot about growing a company to scale. The website, which now also serves as an e-commerce platform, was initially met with skepticism. Many continue to criticize the site's high price points, calling luxury items like a $12,000 vase out of touch with reality.
Seven years later, though, Goop.com is still going strong. Earlier this year in August, it secured $10 million in venture capital funding. The website operates as a brand recommendation site, generating revenue through partnerships with third-party businesses, as well as through native advertisements. In 2016, she plans to launch new organic skincare line under the brand's name.
When it comes to the pricing, Paltrow addresses the naysayers head on. "We sell what we love, and what we are looking for. That might be a Stella McCartney skirt that's on the higher end, or it might be an $8 lip balm or a $15 t-shirt," she said. "If people have the stigma attached to the site, it's not actually accurate."
Still, Paltrow is quick to add that she doesn't mind making fun of herself, or the reputation that Goop has developed. This Thursday, for example, Paltrow says you'll be able to find a "ridiculous" item or two in Goop's holiday gift guide, such as solid gold dumbbells, or a trip to space in a hot air balloon.
The continued success of the company does, in some sense, does speak for itself. "It's been interesting to watch the trajectory of the commentary over the course of the years," she said. "Now that we're an established business, it's harder to mock me."
Even so, if you're convinced that Paltrow is a 24/7 health junkie, think again. That's not what the Goop brand is actually about. "I have un-Goop moments all the time, but I don't think that it's un-Goop," she said. "I believe in food and sex and alcohol and laughing, but I also believing in trying to achieve what you can while you're still here."