--- description: Gwyneth Paltrow plans to consciously uncouple herself from her lifestyle website, Goop title: Gwyneth Paltrow to Separate Herself From Goop image: https://static.time.com/v3/assets/bltea6093859af6183b/blt26a100890b4f0453/6988a0593c1639287545e4cc/gwyneth-paltrow.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Entertainment](/section/entertainment/) ## Entertainment Update your preferences in [Account Settings](/account/preferences/) Close * [celebrities](/tag/celebrities/) ## celebrities Update your preferences in [Account Settings](/account/preferences/) Close # Gwyneth Paltrow to Consciously Uncouple Herself From Goop by [Mahita Gajanan](/author/mahita-gajanan/) ## Mahita Gajanan Update your preferences in [Account Settings](/account/preferences/) Close Gajanan is an editor at TIME. Updated: Dec 14, 2023 11:06 PM CUTPublished: Jul 29, 2016 3:44 PM CUT  Gwyneth Paltrow attends the Juice Beauty Exclusive Personal Appearance at Holt Renfrew Flagship Store in Toronto on July 14, 2016. Gwyneth Paltrow attends the Juice Beauty Exclusive Personal Appearance at Holt Renfrew Flagship Store in Toronto on July 14, 2016.George Pimentel—WireImage by [Mahita Gajanan](/author/mahita-gajanan/) ## Mahita Gajanan Update your preferences in [Account Settings](/account/preferences/) Close Gajanan is an editor at TIME. Updated: Dec 14, 2023 11:06 PM CUTPublished: Jul 29, 2016 3:44 PM CUT Gwyneth Paltrow plans to [consciously uncouple](http://time.com/93041/gwyneth-paltrow-mommy-wars/ "undefined") her personal brand from her lifestyle website, [Goop](http://goop.com/ "undefined"), the actress revealed at the 2016 Sage Summit in Chicago. Paltrow, who founded Goop in 2008 as a weekly newsletter and helmed it into a business, said it was time to step aside for the good of the website’s future, [The Guardian](https://www.theguardian.com/film/2016/jul/29/gwyneth-paltrow-goop-separation-news "undefined") reported. “In order to build the brand I want to build, its scalability is limited if I connect to it,” Paltrow said at the summit. “So I always think: ‘How can I grow the brand? How can I separate myself from the brand?’ and I think it’s going to be more its own brand.” Paltrow is heavily associated with Goop, which employs a team of people to offer health, cooking, travel and style tips along with managing an e-commerce branch. Although many consider Paltrow and Goop to be synonymous, the actress hopes to separate from the brand. “My dream is that one day no one will remember that I had anything to do with it,” she said. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4430731/gwyneth-paltrow-separate-goop/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4430731/gwyneth-paltrow-separate-goop/"},"headline":"Gwyneth Paltrow to Consciously Uncouple Herself From Goop","datePublished":"2016-07-29T15:44:10.000Z","dateModified":"2023-12-14T23:06:55.000Z","description":"\"My dream is that one day no one will remember that I had anything to do with it\"","url":"https://time.com/4430731/gwyneth-paltrow-separate-goop/","keywords":["celebrities"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt26a100890b4f0453/6988a0593c1639287545e4cc/gwyneth-paltrow.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Mahita Gajanan","jobTitle":"Gajanan is an editor at TIME.","url":"https://time.com/author/mahita-gajanan/"}],"articleSection":"Entertainment","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt26a100890b4f0453/6988a0593c1639287545e4cc/gwyneth-paltrow.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Holt Renfrew Welcomes Gwyneth Paltrow","caption":"Gwyneth Paltrow attends the Juice Beauty Exclusive Personal Appearance at Holt Renfrew Flagship Store in Toronto on July 14, 2016.","creditText":"George Pimentel—WireImage","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/entertainment/","name":"Entertainment"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/celebrities/","name":"celebrities"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4430731/gwyneth-paltrow-separate-goop/","name":"Gwyneth Paltrow to Consciously Uncouple Herself From Goop"}}]}] ```