Goop Expands Empire to Vitamins(0)

Gwyneth Paltrow’s authoritative lifestyle brand Goop is no longer selling only fashion, beauty and fragrances under its name — they've debuted a collection called Goop Wellness, comprising four vitamin regimens aimed at women. The actress and wellness trailblazer, along with the Goop team, hand-selected four doctors to design the antioxidant-, adaptogen- and nutrient-packed goods, which launch Thursday.

Although targeting serious concerns of readers and fans, the new line is a bit cheeky when it comes to the names.

There's Balls in the Air, which is meant to aid overall health by supporting the immune system with antioxidants like beta-carotene and vitamins C and E. The Mother Load is for postnatal depletion (but can be taken prior to conception and while pregnant too), to replenish nutrition in the body. With a high dose of B vitamins and ancient Ayurvedic supplements, Why Am I So Effing Tired? was created to improve adrenal function, mental acuity and stress tolerance.

Dr. Alejandro Junger, who has known Paltrow for more than a decade, designed the Why Am I So Effing Tired? packets, and says they're not a new blend, but actually combinations of supplements he's used successfully on his patients for years.

"What Goop is doing is making them available to a much bigger audience," says Junger. The doctor, who credits Goop's coverage nine years ago of his medically designed detox book CLEAN with its place on The New York Times' Best Seller list, also hand-picked the manufacturer. "Gwyneth has a loud megaphone, and I am happy that some of the great tools I find can be used by way more people than what I could have helped on my own."

The fourth, High School Genes, was developed by Harvard-trained Dr. Sara Gottfried to support a healthy blood sugar metabolism, especially in women in a perimenopausal or postmenopausal state who feel their bodies slowing. Says Gottfried of the launch, "What's most exciting is to bring functional medicine to the Goop audience in a daily packet. These vitamins are stronger (i.e. higher potency) compared with what you can buy at the health food store and designed to fill micronutrient gaps…We consider them functional food for your DNA."

The regimens are prepackaged for easy daily use, with each packet containing four to seven vitamins. Thirty packets come in a box, which retails for $90 for one month, or $240 for three, exclusively on Goop. Gottfried's advice: "Supplements work best when you need them, so I suggest choosing the pack that most closely fits any health challenges you have."

The doctor sees vitamins and supplements as a growing market, especially as Gen Xers and late baby boomers are concerned with health span.

"They want to leverage whatever means possible to feel brimming with energy, lean and clean," says Gottfried, adding that Paltrow and Goop have certainly raised awareness about functional medicine, supplementation, detoxification and living a clean lifestyle. "At first Gwyneth was mocked, and then years later people jumped on the bandwagon. That's the price of being a pioneer, but ultimately the goal is to help people, so it's gratifying."

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