• Motto
  • celebrities

Gwyneth Paltrow Just Quietly Announced That She’s the New CEO of Lifestyle Brand Goop

2 minute read

Updated: March 23

Actress-turned-entrepreneur Gwyneth Paltrow has said that she is now the CEO of her growing lifestyle brand Goop.

In a meeting with a small group of employees last Monday in the firm’s Santa Monica office, Paltrow reportedly discussed her new position when it was printed on a mockup of a Goop newsletter, the New Yorker reports. Her apparent elevation to CEO had not yet been formally announced. A Goop spokesperson confirmed to Motto that Paltrow has been named CEO.

“Can’t this be your subtle coming-out party?” Elise Loehnen, head of content at Goop reportedly said. “I mean, the board did make me CEO,” Paltrow replied. “It wasn’t my fault. It wasn’t my decision.”

The soft announcement appears midway through a New Yorker article on Goop expanding into vitamins. Goop, which Paltrow founded as a newsletter nine years ago, raised $15 million in venture capital last year as it made the move into e-commerce vitamin business, also losing it’s then-CEO Lisa Gersh, formerly head of Martha Stewart Living Omnimedia.

In July, Paltrow said that she had wanted to separate herself from the brand in order to grow it. “In order to build the brand I want to build, its scalability is limited if I connect to it,” she said.

[The New Yorker]

More Must-Reads from TIME

Contact us at letters@time.com