Goop isn't going anywhere--and neither is Gwyneth Paltrow.
But, if the actress gets her way, the lifestyle brand she founded in 2008 will no longer be associated with her name. Speaking at the 2016 Sage Summit in Chicago this week, Paltrow shared her vision for Goop's future.
"In order to build the brand I want to build, its scalability is limited if I connect it to the brand," she said. "So I always think, 'How can I grow the brand? How can I separate myself from the brand? And I think its going to be more its own brand."
To survive, Goop must evolve.
"More and more, I would like it to be its own brand," Paltrow said. "My dream is that one day no one will remember that I had anything to do with it."
A conscious uncoupling, if you will.
Don't mistake her comments as any indication that she plans to quit the business.
"The challenges I encounter every day running a business and operating a business are incredibly fulfilling, and totally terrifying and really awesome," she said. "It's been an amazing journey."
"Goop is an e-commerce and content platform, and we say that we are devoted to making every choice count. We like to push boundaries, we like to move the needle, and we are not afraid to create some controversy once in a while," Paltrow added. "We want to become the first truly modern lifestyle brand built on a digital platform and everything that encompasses."
The Oscar winner got into the business long before any of her peers in Hollywood followed suit.
"I was making a conscious career change and really accepting the responsibilities which came along with it. I did a crash course on being a founder, running a business, giving myself permission to take a seat at the table as the founder and what that meant," she said. "There are so many challenges, just in terms of everything that had to learn and everything I didn't know."
What Paltrow soon realized, she said, was that "there was so much I didn't know I didn't know."
Paltrow wasn't the only celebrity to take the stage during the 2016 Sage Summit. Zooey Deschanel, Robert Herjavec and Ashton Kutcher and others all participated in various panels.