There was Pepper Potts in Iron Man. Next up was “conscious uncoupling.” Then, there was Goop. Actress and entrepreneur Gwyneth Paltrow is well-known — though not exactly well-liked — for a multitude of controversial things. Goop, however, is her signature “thing.” The lifestyle brand has become iconic, and it looks as though she may soon be facing some royal competition.
Before Meghan, Duchess of Sussex became a member of the royal family, she was best-known as an actress and style icon who ran her own influential lifestyle site: The Tig. But when Meghan and Prince Harry publicly confirmed their relationship in 2017, the Suits actress shut down the site.
The couple officially stepped down from the royal family and moved to LA earlier this year, and rumors are swirling that The Tig is being resurrected. There is arguably no one better suited to be a lifestyle expert than a commoner-turned-princess, so it’s safe to assume the world would (re)welcome The Tig with open arms. The big question is, is there enough room for more than one famous influencer-backed lifestyle brand?
What is GOOP?
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In 2008, Paltrow started Goop as a weekly email newsletter to share recipes and style tips with friends. Its name, as it turns out, doesn’t actually mean anything.
In a 2009 USA Today interview, Paltrow explained: “It is a nickname, like my name is G.P. […] I wanted it to be a word that means nothing and could mean anything.” Branding expert Peter Arnell previously told Paltrow that “all successful internet companies have double o’s in their name,” and thus, Goop was created. Arnell wasn’t exactly right, but he wasn’t wrong, either: Just look at Google, Facebook, and Yahoo.
Goop has come a long, long way. Today, it’s worth over $250 million and there seems to be Goop-branded everything. There are Goop Lab stores, including a posh Manhattan boutique that carries luxury handbags and clothing with four-figure price tags.
You can buy Goop skincare, candles (including an extremely controversial scent), clothing, vitamins, and even sex toys. Netflix debuted The Goop Lab in early 2020, there’s a Goop magazine, and the first-ever “Goop at Sea” is scheduled to set sail in August 2020, in partnership with Celebrity Cruises.
In addition to everything Goop sells and pitches to consumers, the brand has gained notoriety for doling out controversial — and less-than-scientific — medical advice.
Will Meghan relaunch The Tig?
Before Meghan shut down The Tig, it was a tremendous success. The site had an overall lifestyle focus, and Meghan’s writing had a highly approachable, girlfriend-next-door vibe.
She frequently posted candid selfies, dropped the f-bomb, and shared intimate details about growing up biracial. Perhaps most notably, while Meghan offered shopping advice and shared her personal wishlists, The Tig didn’t actually sell anything.
Meghan’s business manager filed court paperwork in late 2019 to renew The Tig’s trademark through the end of 2021. A source who’s considered an expert on all things royal, Myka Meier, recently said on the Royally Obsessed podcast that she has some insider knowledge that Meghan is “already working on something” and she believes she’s working with “masterminds from all over the world.”
A relaunch of The Tig makes perfect sense: When the prince and princess left the royal family, they forfeited public funding, which means they are essentially on their own in terms of finances. Affiliate partnerships and collaborations alone could potentially bring in millions of dollars in income. Meghan is also a bit of an unconventional royal, so using digital and social media to advance her causes is a natural fit.
It may not be a competition
Reports and royal experts agree that Meghan’s blog will make a comeback. Meier said: “I think she’s going to do a Goop, like a new version of The Tig … I really think that’s coming.”
“I have a friend with a little bit of insider knowledge, and I think she’s already working on something,” Meier added. “I think we will be seeing something very interesting and creative with masterminds from all over the world coming together to bring something inspiring soon.”
The Tig’s trademark renewal and the Sussexes royal departure has fans wondering what Meghan’s impact could be for Goop. While there may be some similarities between the brands, the space is plenty big for (at least) one more celeb.
Cravings by Chrissy Teigen and Kourtney Kardashian’s Poosh are already part of the lifestyle site club, and everyone exists harmoniously. Plus, Paltrow and the Duchess of Sussex are about as different as they come, so they’ll likely have completely different follower demographics.
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