the 'wellness' goops have vanished from Goop

Recently I was writing a piece for a magazine, and needed to fill in a “tk plausible-sounding ridiculous wellness product here.” I pulled up goop.com for inspiration and clicked to the “wellness” section of the site, looking for the latest vitamin or powder or potion. But I found myself scrolling through page after page of various shapes of vibrators. Were my memories of Goop as a depot for $85 supplements promising fertility, long luxurious hair, and luminous skin, among other things, greatly exaggerated somehow?

I did a Wayback Machine dive, and found that I wasn’t imagining things—there did indeed used to be a lot more pills and potions for sale by Goop. In late 2018, the brands Sun Potion and Moon Juice dominated the Wellness page, Goop even had its own line of supplements as recently as late 2024, including the sleep product “Knock Me Out” and the “slow metabolism” product “High School Genes” (tagline: “My body isn’t responding to diet and exercise the way it used to”) which appears to now be discontinued. Several attempts to contact Goop over the last several weeks to get clarity on its wellness product strategy, or the fate of its in-house supplement brand, went unanswered.