Dreamtrepreneur, organic wish-granter, and Oscar-winning actress Gwyneth Paltrow has announced that she wants to distance herself from her Goop lifestyle brand—threatening, if only briefly, to do something a normal human being might do. Speaking at the 2016 Sage Summit—which feels like it should just be a place where Gwyneth Paltrow goes to talk about cruelty-free sage farming, even if it’s not—Paltrow says she wants to make the Goop brand less associated with her public persona.
“In order to build the brand I want to build, its scalability is limited if I connect it to the brand,” Paltrow said, free-associating from deep within one of her signature, spiritual-but-not-religious Goop trances. “So I always think, ‘How can I grow the brand? How can I separate myself from the brand? And I think it’s going to be more its own brand.’” (Paltrow is apparently trying to do that thing where you repeat a word enough that it loses all meaning, although when propped up against a nonsense heavyweight like “Goop,” the concept of “meaninglessness” gets a little hazy.)
Paltrow also waxed nostalgic about the founding of the company, and all the exciting challengetunities and problembarkations it sent her journeying on. “There was so much I didn’t know I didn’t know,” she said, which, same. But worry not, fans of $15,000 dildos and buckwheat crepes: Goop’s not going anywhere. (God only knows what the half-life is.) But while Paltrow will still be the captain of its always-seeking ship, navigating it through the rough waters of boyfriend rings and pig leather driving mocs, she hopes history will soon forget her role in birthing it on the world: “My dream is that one day no one will remember that I had anything to do with it,” she said. Well, let it never be said that Goop didn’t create at least one beautiful dream in its time.