Gwyneth Paltrow to Consciously Uncouple Herself From Goop

Gwyneth Paltrow plans to consciously uncouple her personal brand from her lifestyle website, Goop, 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 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.