Back in March of last year, Gwyneth Paltrow’s Goop company was valued at $250 million. That’s a hefty amount for the company, which is known for selling things like vaginal eggs. In its quest for profit and expansion, Goop is now going to get into some original TV content and the company has now announced it will be partnering with Netflix in order to do so.
Netflix has a lot of money to throw in for original content and it has shown a propensity to snap up a variety of genre properties. In the case of Goop, the company is hoping to get into streaming with a new docuseries which will focus on “physical and spiritual wellness,” according to Variety. Each episode will be 30-minutes in length and will feature a number of experts in a particular field.
In addition to the experts, both Gwyneth Paltrow and Goop’s CCO Elise Loehnen will be hosting the episodes, so there will be a little bit of star power behind the currently untitled project. Paltrow can next be seen in Avengers: Endgame.
When asked about the project, Elise Loehnen did reveal that it will look into physical, mental and sexual health, and will focus on Goop fans who are wanting to live their best lives. Still, what the show will really be about is a bit of a puzzler, as Loehnen shared this gem regarding what to expect:
Gwyneth is a highly visual, tactile person. The quality of everything that we produce is very important to her. She’s always looking for white space. Whether it’s developing physical products or thinking of content. With this show, I think she’s only really interested in opportunities where we can uniquely be ourselves and do things potentially disruptive.
If Goop TV expects to be disruptive, it picked the right partner in Netflix. The subscription streaming company has been disruptive from the start and has continued to disrupt traditional cable and network television. In recent years, the company has added a slew of TV programs, from scripted originals to docuseries and even talk shows to its slate. Even more recently, Netflix even got into the theatrical release game in order to try and compete with movie theaters. Roma is the streaming service's first big release to gain Oscars traction, but Netflix shows have been receiving awards notice for years now.
If you are a Goop fan, Goop isn’t stopping there. The group will also be adding podcasts to its repertoire. The company already publishes both magazine and book components, although the magazine will be paused while this new Netflix project comes together.