Gwyneth Paltrow, 53, recently unveiled a provocative advertisement for her lifestyle brand, Goop, featuring the actress in a towel. The ad, shared to Instagram, comes days after Paltrow drew criticism for a seemingly unusual campaign that included posing with a lampshade on her head. The new clip shows Paltrow outdoors amidst flowers, turning away from the camera as a white towel around her chest begins to slip. The video then cuts to a close-up of the towel with the words "Goop Beauty" appearing on screen. The caption for the post read, "want to shower with us? the next addition to your daily ritual is dropping soon, from goop beauty."
Paltrow has a history of using provocative imagery to promote Goop products. In 2017, she appeared topless on the cover of Goop's magazine, covered in mud. In 2022, she was featured in a nude bodysuit for a shower-themed promotion, and the following year, she posed topless while modeling jeans for a Goop sale. Earlier this week, Paltrow was criticized for a campaign promoting Goop's furniture collaboration with CB2, where she was photographed with a lampshade on her head and meditating on a coffee table. The lampshade and coffee table were not part of the collection, but customers could purchase the chair she was pictured on.
"In our view, beauty comes from individuality and refinement, and that's what we infused into every detail of this collection," Paltrow said in a statement about the CB2 collaboration. "These are heirloom pieces to treasure, inspired by modern Parisian apartments and mid-century Italian modernist furniture. We leaned into complex materiality - plaster, shearling, lacquer - for a collection that is as elegant and grown up as it is daring."
Amidst the furniture promotion, Paltrow also faced scrutiny for a commercial she starred in last month for 51 Park, a pair of residential towers in Israel. Some online commenters deemed the promotion tone-deaf given the ongoing humanitarian crisis in Gaza and the bombing of Lebanon and Iran, with Paltrow having Israeli heritage.
In May, reports indicated that Goop laid off approximately 20 employees, with the company reportedly shifting towards automated, AI-driven workflows. Paltrow's other upcoming projects include executive producing and starring in "Strangers: A Memoir of Marriage," an adaptation of Belle Burden's memoir for Netflix.
Paltrow has previously shared details about her fitness and diet routines. She told British Vogue that she aims for at least three Tracy Anderson workouts per week and does Pilates reformer sessions twice weekly, stating, "my perimenopausal bones need to do heavy." Discussing her diet with Harper's Bazaar earlier this year, Paltrow mentioned intermittent fasting, typically having a smoothie for breakfast around 10 a.m., and focusing on a paleo diet. She emphasized ensuring adequate protein intake while consuming many vegetables, clarifying, "I'm definitely not plant-based, although I eat a ton of veg[etables]."