Goop layoffs are back in the spotlight, with Gwyneth Paltrow’s wellness company reportedly cutting more staff as it shifts toward an AI-driven workflow. Because apparently even aura-polished lifestyle brands are now having the same spreadsheet conversations as everyone else.
According to Puck, layoffs took place at Goop this week. A person familiar with the matter told the outlet the cuts were tied to “profitability and A.I.”
How many Goop employees were reportedly cut?
The exact number remains unclear. Puck’s sources put the figure at around 20 employees, while a Goop spokesperson reportedly told the outlet the total was lower than that.
The spokesperson framed the move as part of a broader operational adjustment, telling Puck: “Goop, like many companies, is adapting to a shifting landscape and finding new ways to operate more efficiently.”
That is corporate language doing what corporate language does: saying something happened, while leaving plenty of room around why and how.
What role did AI reportedly play?
Emily Sundberg’s Feed Me Substack also reported on the cuts, saying they were “justified via pivot to A.I. workflow.” The newsletter also claimed Paltrow herself led the meeting where the layoffs were announced.
The reports do not spell out exactly how AI will be used inside Goop, or which teams may be most affected by the shift. The broad outline, though, is familiar across media, retail, wellness, and tech-adjacent businesses: fewer people, more automation, and a promise that efficiency will somehow make the whole thing cleaner.
For a brand built on curated taste and aspirational human recommendation, the AI angle is especially notable. Goop’s identity has long depended on voice, authority, and a certain polished intimacy with its audience. Moving more work into automated systems could change not just internal operations, but how the brand feels to the people buying into it.
Has Goop cut staff before?
Yes. This is not the first round of reported layoffs at the company. Goop reportedly cut 18% of its workforce in 2024, making this week’s reported reductions part of a longer period of tightening.
The company has grown from Paltrow’s lifestyle newsletter into a broader wellness and commerce brand, with products, editorial content, events, and plenty of public scrutiny along the way. Its business has also operated in a crowded market where wellness branding, celebrity influence, and direct-to-consumer retail all compete for the same attention and disposable income.
That makes the latest cuts less of a strange one-off and more of a sign that Goop is trying to reset its operating model.
Who is advising Goop now?
According to Puck, Paltrow has brought in Moj Mahdara as a consultant during the latest shake-up. Mahdara and Paltrow previously launched Kinship Ventures together, giving Mahdara an existing link to Paltrow’s business world.
Puck reported that Mahdara’s role is to help move Goop from a struggling position toward stability. What that plan looks like has not been made clear.
For now, the story is straightforward: Goop is cutting costs, reportedly leaning into AI, and trying to steady itself after earlier workforce reductions. The wellness glow remains. The headcount, apparently, does not.
