Fancy swapping your weekend brunch date for a spot of vaginal steaming and a colonic irrigation?
We have a feeling the answer might be no, but you'll soon have the chance to experience a slice of Gwyneth Paltrow's controversial wellness brand Goop, right here in the heart of London. (Hopefully, without the steam and/or bowel flushing).
Paltrow - who launched the 'modern lifestyle brand' in 2008 - is finally bringing her company across the pond and launching a pop-up store in Notting Hill, to coincide with Goop's 10th anniversary.
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A source confirmed to the Evening Standard that the pop-up - located at 188 Westbourne Grove - will open this week and it is expected to run until the end of January.
The company, which the New York Times estimates is worth a whopping £190 million ($250 million), opened its first-ever permanent shop in Los Angeles last September and has since hosted pop-ups in several US cities.
The website posts daily content on the subjects of beauty, food, style, travel and wellness, and sells make-up, ayurvedic herbs, sex toys, jewellery, and bags from other designer brands (it sadly only ships to the US and Canada).
The actress-turned-entrepreneur also launched Goop x CB2, the brand's first furniture and homeware collection earlier this month.
Goop has long been marred in controversy and subject to teasing over years, having previously recommended women insert a rose quartz egg into their vagina to increase natural lubrication, referring to divorce as a 'conscious uncoupling', and suggesting you buy a 24-karat gold vibrator.
Earlier this month, the company reportedly agreed to pay £110,000 ($145,000) in civil penalties in a settlement for 'unsubstantiated claims' about three of its products.
'Goop advertised that the Jade and Rose Quartz eggs could balance hormones, regulate menstrual cycles, prevent uterine prolapse, and increase bladder control. Goop advertised that the Inner Judge Flower Essence Blend could help prevent depression,' a statement reads, reports CNN.
Orange County District Attorney Tony Rackauckas said in the statement: 'It's important to hold companies accountable for unsubstantiated claims, especially when the claims have the potential to affect women's health.'
Goop is coming - your vagina has been warned!
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
