Gwyneth Paltrow Wants You To Forget She’s Involved With Goop

Gwyneth Paltrow knows you hate her. Therefore, she’s decided that for the good of her lifestyle brand Goop, she’s going to consciously uncouple with it, Vanity Fair reports. At the 2016 Chicago Stage Summit this week, Paltrow described the company as being an “amazing journey,” but acknowledged that in order for it to grow in the way she’d like, she should be less associated with it. She said, “In order to build the brand I want to build, its scalability is limited if I connect it to the brand. So I always think how can I grow the brand, how can I separate myself from the brand and I think its going to be more its own brand. More and more I would like it to be its own brand.”

What she means by that, we assume, is that she feels that if she separates herself from the brand, haters will be more willing to get on board. Paltrow herself, however, isn’t the only reason people might be turned off to Goop. The company’s namesake skincare line’s includes a  night cream that will run you $140 for 1.7 fl oz.

She does have a point, though. If her name is not synonymous with the brand, it has the chance to evolve. Her dream? “One day no one will remember that I had anything to do with it.”

Follow Dana Eisenberg on Twitter.

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