Does Gwyneth Paltrow Own Supergoop?
As it's been around since 2008, you've probably heard of Gwyneth Paltrow's lifestyle brand, Goop. What first started as a regular wellness/lifestyle newsletter the movie star wrote from her kitchen has since become a booming business that offers everything from lifestyle advice, health-centered articles, and interviews with everyone from spiritualists to doctors, to jewelry, clothing, kitchen gadgets, and sex toys.
The company's website says that Goop is a company that operates "from a place of curiosity and nonjudgement." They say their mission is to "start hard conversations, crack open taboos, and look for connection and resonance everywhere we can find it." The website goes on to say that "We don't mind being the tip of the spear," by which they mean, "we go first so you don't have to" where it comes to trying new products or exploring new ideas or concepts.
Goop is a polarizing company, with some people swearing by it and others scoffing loudly at it, inspiring articles like "Why everyone hate's Gwyneth Paltrow's company" on SlideBean and "Gwyneth Paltrow's most controversial Goop moments" in US Weekly.
But if you've lately been hearing some buzz about a company called Supergoop and assumed it was an offshoot of Paltrow's company, you'd be wrong. It turns out, Supergoop is something else entirely.
What Supergoop is, and who owns it
Supergoop actually writes its name this way, exclamation point included: Supergoop! And it is not related to Gwyneth Paltrow's lifestyle brand Goop in any way. Supergoop is in fact a sunscreen brand created by Holly Thaggard, a former teacher, who was inspired to create an effective sunscreen after her friend was diagnosed with skin cancer (via Marketing Brew). The name simply comes from Thaggard herself, who used to lovingly refer to the sunscreen as "goop" due to its texture and consistency.
Amanda Baldwin, who is the CEO of Supergoop, told Marketing Brew of Thaggard, "She had her friends and her family try her goop, and she'd tell them, 'This goop is super.' And that gave it a name." Baldwin went on to say, just to clarify for those who might be confused about the similar name to Paltrow's brand, "And by the way, this is all before Gwyneth Paltrow had a brand, for whatever that's worth." Supergoop was created in 2007, a year before Goop, so Baldwin is right!