Hailey Bieber sold her beauty brand, Rhode, to e.l.f. Beauty earlier this year, and it is now Gwyneth Paltrow’s turn to reportedly sell Goop. Celebrity beauty and wellness brands have been drawing major acquisition interest, and hence, the attention to Paltrow’s brand is unsurprising. Following a 2024 restructuring that included significant layoffs, industry chatter has intensified about whether the actor’s company could follow headline-making deals.
Gwyneth Paltrow only considering good offers for Goop, says source
An insider told Star magazine that discussions about the future of Gwyneth Paltrow’s Goop are underway. The timing is notable. Earlier this year, Hailey Bieber agreed to sell Rhode to e.l.f. Beauty in a deal worth up to $1 billion. This transaction highlighted how quickly a digitally native label can scale when it captures public attention and retail expansion opportunities.
The insider claimed, “Goop is open for offers from buyers at the moment.” They added that any potential sale will be shaped by Paltrow’s standards for the brand and her team. “But Gwyneth’s pride means she’s not going to accept a lowball offer,” the source revealed. They continued, “She won’t sell unless it can play as a win for her, her team, and the business she’s been building since the nineties.”
Notably, Rhode‘s growth trajectory spans rapid sales gains and plans for wider distribution. Thus, it has reinforced the appetite among strategic buyers for buzzy, founder-led brands. However, Goop’s path has been different. The wellness company has built a broad portfolio, from content and experiential events to beauty and lifestyle products. At the same time, it has contended with the operational realities that come with running a multifaceted business.
After the 2024 changes, Paltrow suggested she was not eager to exit immediately. Even so, the latest sourcing suggests a shift towards listening to suitors if terms are favorable. As of now, there is no official timeline for a Goop transaction from Paltrow. But, as per the source’s claims, what seems clear is that any agreement must reflect the brand’s long history and protect the people behind it.
