Gwyneth Paltrow shared the unexpected origin story of Goop's "This Smells Like My Vagina" candle, a product that became a viral sensation. Paltrow explained on the "Friends Keep Secrets" podcast that the candle started as a humorous comment during a fragrance development session with perfumer Douglas Little.
While working on an "earthy" scent for her lifestyle brand Goop, Paltrow described her preference for unusual, woodsy, and leathery fragrances. She noted that she and Little were experimenting with scents like tomato leaves and seaweed when she encountered one that prompted a candid remark. "So I have a very bodily sense of humor, and nobody really knows that side of me," Paltrow recalled. "And I said to him, ‘Well, this one smells like my vagina.’ As a joke."
However, Little apparently took the comment seriously and created a candle based on her remark. Paltrow stated that her team then purchased the candle, and "the rest is history." She clarified that the resulting product "definitely did not smell like my vagina," but rather contained notes of citrusy bergamot, geranium, Damask rose, cedar absolutes, and ambrette seed. A Goop x Heretic "This Smells Like My Vagina" candle is shown. ![A lit Goop x Heretic candle in a black container with a white label.]( "Goop x Heretic "This Smells Like My Vagina" candle, lit and shown in a black container with a white label.")
Paltrow initially released the candle in 2020 for $75. Its popularity grew significantly, leading Goop to temporarily discontinue it three years later because, as Paltrow explained, it was "distracting people from what we were doing." The demand remained high, with podcast co-host Benny Blanco reporting he paid $600 for a reseller's candle. Paltrow indicated a potential return for the product, quipping, "We should make it again."
Defending the candle's existence in a previous interview at the 2025 Mindvalley Manifesting Summit, Paltrow stated it highlighted an aspect of female sexuality that society often shames. She appreciated the "punk-rock idea" of embracing female power and defiance. Following the success of the vagina-scented candle, Goop also released other novelty fragrances, including "This Smells Like My Orgasm" and "This Smells Like My Prenup."