The Goop rush: why celebrities are racing to build wellness empires

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Gwyneth Paltrow’s venture is worth $250m – and now Victoria Beckham, Elle Macpherson and Erykah Badu are following her lead. Vagina incense anyone?

Forget scents that make you sneeze or scratchy blouses manufactured in sweatshops. There is a new celebrity racket in town and this one does not involve slapping your name on some cheap tat in a lucrative licensing deal. Goop is the name, and money-making is the game. And 2020 has already seen a number of celebrities attempt to get in on the Goop rush.

Former Spice Girl turned businessperson Victoria Beckham is clambering aboard the Goop train this week with her World of Victoria Beckham website. On it, the pioneer of trousers so overlong they are suitable for women who only travel by chauffeured vehicle shares her favourite post-gym snack. Fancy an egg white scramble with a side of sliced avocado? Nope, me neither. Alongside other hearty, rib-sticking recipes such as grilled octopus or edamame noodles (a gluten-free, low-fat, low-carb alternative to the “indulgence” of traditional pasta), World of Victoria Beckham features lifestyle tips and product recommendations for women wanting to live their best, carbohydrate-free lives.

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