Gwyneth Paltrow recently generated attention by posting a video of herself naked in the shower to promote Goop's new $38 unisex shower gel. In the Instagram video, Paltrow, 53, explained her ritual of "saging and scrubbing" herself after being around many people. She described the new body wash as having a "grounding, beautiful smell" of black pepper and ginger, and noted its unisex formulation was developed because her husband also desired a non-drying shower gel.
This is not the first time Paltrow has used nudity in promotional material for her lifestyle brand, Goop, which she launched in 2008. Past campaigns have included her posing topless covered in mud for Goop's print magazine in 2017, wearing a nude bodysuit in a shower scene in 2022, and modeling jeans topless in 2023.
Paltrow's promotional activities have recently intersected with political controversy. Last month, her appearance in a campaign for a luxury residential development in Israel, named '51 Park' in Herzliya, drew significant criticism online. In a video for the project, Paltrow is shown waking up in a high-rise apartment and discussing the benefits of living near a park. The collaboration with Israeli real estate group Aviv Melisron divided opinions, with some social media users accusing her of supporting Israel's actions in Gaza and Lebanon. Comments on platforms like X (formerly Twitter) included accusations of promoting luxury properties "while Gaza burns and Lebanon bleeds" and being "consciously uncoupled from morality."
Conversely, other social media users defended Paltrow, highlighting her Jewish heritage and her previous statements against antisemitism and in support of the hostages taken during the Hamas attacks on October 7, 2023. Supporters argued that her decision to participate in the campaign demonstrated pride in her heritage and a refusal to bow to “woke cancel culture.”
Paltrow has previously spoken about her fitness and diet routines. She told British Vogue she engages in Tracy Anderson workouts at least three days a week and does Pilates reformer exercises twice weekly, citing the need for "heavy" workouts for her perimenopausal bones. In a conversation with Harper's Bazaar earlier this year, she discussed intermittent fasting, typically having a smoothie for breakfast around 9 or 10 a.m., and largely adhering to a paleo diet with an emphasis on protein. She clarified that she is not plant-based but consumes a large quantity of vegetables.