Gwyneth Paltrow Wants to Consciously Uncouple from Goop

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Gwyneth Paltrow. Photo: Terry Wyatt/Getty Images

Gwyneth Paltrow wants to take the GP out of Goop (not literally, of course): The Guardian reports that the actress-turned-guru is planning to untangle her lifestyle business from her own personal brand. "In order to build the brand I want to build, its scalability is limited if I connect to it," Paltrow told the crowd at this year's Sage Summit in Chicago. "So I always think, How can I grow the brand? How can I separate myself from the brand? and I think it's going to be more its own brand." If all goes well, Paltrow says, America will no longer recall which wealthy blonde woman once provided them with skincare tips and kale-filled recipes: "My dream is that one day no one will remember that I had anything to do with it."