Amid ongoing backlash over her Israel-related advertisement and a round of steep layoffs at her wellness company Goop, Gwyneth Paltrow seems to be charting a new course.
According to a report, the 53-year-old actress and entrepreneur is considering opening a dine-in version of Goop Kitchen in her hometown of Los Angeles.
Paltrow has lately been putting more focus behind the brand’s “health food” arm, following the April debut of a Goop Kitchen location in New York’s Flatiron District.
Additional locations are also said to be in the works for San Francisco’s Financial District and the University of California, San Diego campus.
The proposed Los Angeles site, reportedly eyed for La Brea Avenue, would mark Goop Kitchen’s first sit-down restaurant — a notable step for a concept that built its audience largely through takeout and delivery.
For now, specifics remain limited. A company representative told Page Six Hollywood there was nothing to announce at this stage.
Amid the controversy surrounding her Israeli ad and major layoffs at Goop, Gwyneth Paltrow appears to be exploring a shift; pictured at the Oscars
Founded in 2008, Goop initially drew attention for wellness guidance that many critics considered unconventional, including recommendations for vaginal steaming and a post examining a supposed “Link Between Underwire Bras and Breast Cancer.”
Nevertheless the brand spent the ensuing several years expanding, and by 2020 sprouted its own reality show on Netflix entitled The Goop Lab.
Goop achieved further notoriety that year by releasing $75 novelty candles that were billed as being infused with the scent of Paltrow’s vagina and orgasm.
However the company’s fortunes appeared to have turned by this May, when Goop conducted a round of layoffs a source attributed to ‘profitability and AI.’
A spokesperson for the company disputed claims that the amount of people let go was as high as 20 – the number that insiders provided to the showbiz bible Puck.
Then this month, Paltrow was deluged with controversy when she starred in a breezily cheerful commercial for a luxury apartment building in Herzliya, an upscale coastal city in the Tel Aviv District of Israel approximately 50 miles from Gaza.
She cut the ad for a subsidiary of Melisron, Israel’s largest owner of shopping malls, which currently also has a construction project underway in the Israeli settlement of Ma’ale Adumim in the occupied West Bank.
Paltrow, who is half-Jewish on her paternal side and has been public in her support of the Israeli hostages seized by Hamas during the October 7 attack, found her name instantly pressed into the portmanteau ‘Gwynocide.’
Then this month, Paltrow was deluged with controversy when she starred in a cheerful commercial for a luxury apartment building in Herzliya, Israel
A question mark had already been sharpening over Paltrow’s politics after remarks she made while interviewing defense tech tycoon Trae Stephens on her Goop podcast
She attracted further scorn when it emerged the ad was filmed not even in Israel, but in New York, with Paltrow jogging airily through what turned out to be Central Park.
A question mark had already been sharpening over Paltrow’s politics after she remarked on her Goop podcast that she was neither a Democrat nor a Republican.
‘I feel like I’m completely an independent,’ she said while interviewing Trae Stephens, a partner at Peter Thiel’s Founders Fund and the chairman of the defense technology firm Anduril Industries, which was named after a sword in The Lord of the Rings.
Paltrow shared that her husband Brad Falchuk, who co-created the Ryan Murphy shows Glee and American Horror Story, ‘thinks I’m a Republican.’
Clarifying that she was ‘not a Republican’ and that her views were ‘pretty centrist,’ she bewailed the way in which American politics had ‘become so binary.’
Paltrow raved that Falchuk is ‘the best person in the world’ and ‘so progressive. He has such a sweet heart and he wants to make sure everybody’s looked after. And I think in this climate sometimes I’m like: “Can you just listen to this?”‘
Her comments were greeted with howls of condemnation from left-leaning viewers who accused her of feigning centrism as a cover for supposed right-wing beliefs.
Social media users snapped: ‘People say they’re “independent” when they are afraid to admit the truth,’ and: ‘She’s a republican who is too embarrassed to admit.’
‘Anyone that thinks they are a centrist independent is actually Republican that just doesn’t care enough about what happens to other people,’ sniffed another.
