Goop focused on poop? Gwyneth Paltrow's firm selling posh toilet paper 'with a conscience'
The “No. 2” toilet roll which is available for $34 was described as bog roll "with a conscience" because it's made out of "100% sustainable bamboo."
The website praises the "chic dark floral packaging" that the toilet paper arrives in, and says it has a "silky, smooth texture that's gentle on skin." It is also clog-safe and septic safe and does not contain plastic.
Four years ago, the apparently toilet-obsessed Oscar-winner Paltrow praised loo paper made by healthcare brand Joseph as the “gold standard.”
Earlier this year, she promoted an £11 spray that users can squirt on loo roll to give themselves a wet wipe-style experience. Last year, people turned to social media to mock another Goop offering: a coffee enema kit selling for $135.
Among other available items at the Goop store are a collection of sex toys, a giant book of penis shapes and a $55.50 whip. A $425 pair of gold handcuffs is described as “exquisite and (almost) escape-proof.”
Paltrow has previously defended the gift prices, claiming that the brand remains aspirational. “Our stuff is beautiful, the ingredients are beautiful,” she said earlier this year, adding: “You can’t get that at a lower price point.”
Founded in 2008, Goop is currently worth an estimated $250 million. Last December, the company settled a $145,000 payout in civil penalties over “unsubstantiated claims” made about its online products.
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