Goop, the wellness and lifestyle brand founded by Gwyneth Paltrow, is undergoing a restructuring, laying off 18% of its 216 employees. 

The move comes as the company aims to streamline operations, narrowing its focus to fashion, beauty, and food. 

The restructuring will see Paltrow remain as CEO, while two general managers will lead the business divisions under her.

Goop reported revenue growth in 2023 and expects to see further gains in 2024. Specific figures were not disclosed, however the company did reveal that beauty revenue saw a 40% increase last year, with its fashion label G.Label experiencing a 51% year-to-date growth.

Goop’s beauty division, which includes its premium skin care line Goop Beauty and its affordable range, good.clean.goop, has expanded significantly. The latter, launched in 2023 at Target and Amazon, offers products priced under $40.

In addition to product expansion, Goop has also ventured further into retail, opening its sixth store at Marin Country Mart in Larkspur, California. 

In the food sector, Goop Kitchen, a home-delivery healthy meal service, completed a $15 million capital raise led by Uber co-founder Travis Kalanick, valuing the business at $90 million. Goop Kitchen, which operates independently, plans to expand with the backing of investors including CloudKitchens founder Diego Berdakin and DoorDash co-founder Stanley Tang.

Despite layoffs, Goop will also continue to operate its newsletter, brand partnerships, and live events such as its In Goop Health summit.