This is the incredible story of GOOP—a company worth $250 million that sells sometimes questionable wellness products and services. This new article in The New York Times Magazine reveals the extent to which the celebrity-effect can deliver value out of thin air. Gwyneth Paltrow, the movie star, has become a major player in a wellness industry that is big business on the strength of an unusual formula: the more criticized she is, the more successful the business becomes.

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