Actress Gwyneth Paltrow’s wellness brand Goop, which is infamous for its promotion of unfounded health claims and restrictively expensive products, is set to have its own Netflix show this year.
The company recently signed a deal with the popular streaming service to create a series of 30-minute documentary-style episodes on spiritual and physical wellness. It will be co-hosted by Gwyneth Paltrow and Elise Loehnen, who currently run a successful podcast series together.
The show will talk to researchers, doctors and alternative health practitioners, exploring the validity and efficacy of their wellness practices and products.
Since its inception in 2008, Goop has been widely criticised for promoting products such as jade eggs, which health practitioners have warned as being potentially harmful.
Now, experts are concerned that by screening Goop to a wide audience, Netflix will be promoting these unfounded health claims to the public at large, which may have negative consequences.
Practices such as vaginal steaming and bee sting facials are not only unbacked by science, but they may be dangerous. Issues such as irritation, infection, postpartum bleeding are all potential side-effects of the practices.
Experts suggest that even when Goop’s health claims are warranted, such as the nutritional value of foods, its commercial emphasis makes it unhelpful. One of Goop’s main focuses is on selling their products, which are often over-priced or prohibitively expensive.
Rather than simply purchasing a particular vitamin from the chemist, for instance, Goop may suggest buying their own over-priced version of the same vitamin.
The company has previously faced legal charges, being forced to pay out $145,000 after making unproven claims that using jade eggs can help with ailments such as hormonal imbalances and menstrual issues.
Despite backlash, the brand continues to be a worldwide success. Goop is currently worth over $250 million.