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Amy Odell’s ‘Gwyneth’ Chronicles Paltrow’s Evolution From ’90s It Girl to Goop Mogul

Odell uncovers how Paltrow repurposed tabloid ridicule to fuel Goop’s growth.

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Gwyneth Paltrow is described as having a “capricious and indirect” leadership style at the company
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Overview

  • The biography, published in July 2025, frames Paltrow’s journey in two phases: her rise as a 1990s Hollywood It girl—including an Oscar win for Shakespeare in Love—and her reinvention as Goop’s founder.
  • Odell conducted more than 200 interviews without direct access to Paltrow or her inner circle, revealing the actress’s meticulous public-image management.
  • The book details how controversial products like a $66 jade egg and a $75 “This Smells Like My Vagina” candle drew press ridicule but sold out rapidly.
  • It highlights marketing stunts such as the travel app nicknamed “G. Spotting,” which leveraged expected mockery to hit Goop’s download targets.
  • Odell’s narrative demonstrates how Paltrow consistently transformed negative publicity into increased attention and sales for her wellness brand.