It may have crashed under the pressure of hundreds of thousands of hits after Gwyneth Paltrow announced hers and Chris Martin’s ‘conscious uncoupling’, but Goop.com is losing money.
The lifestyle website, which extols the virtues of kale, vitamins and personalised duffel bags, has been making losses of up to $300,000 (£178,000) for the past two years, putting it $1.2m (£710,000) in debt. RadarOnline quote documents filed in 2011 in the UK which say: 'Goop incurred a loss of $255,312 (£152,060) and had a net liabilities of $259, 969 (£154,834).' In normal-person non-economic-speak, that means it’s not doing great, money-wise. Despite making £908,378 in 2012, the company’s expenses were £932,096, which equals a loss of £23,715. Which, when you think about it, is basically the average salary for an average person.
CEO Seb Bishop left the Goop brand shortly after Gwyneth announced her separation to Chris Martin, because Gwyneth planned to relocate the website’s operation to Los Angeles (it’s currently in London, how twee!). That said, it's possible that the whole thing really is a labour of love, with Gwyneth using her mahoosive Hollywood actress salary to keep Goop afloat. Which we suppose is quite commendable.
That said, we hope she gets some income from somewhere, though – all those chia seeds don't come cheap. Goop does have more than 150,000 subscribers, so maybe she could harness their commitment to her lifestyle to crowd-source the funds for the site's up-keep? We all love to look at it every now and then, don't we? We'd definitely contribute a fiver here or there to see her describe a day in her life and wax lyrical about gluten-free cookies and kale chips.
Follow Sophie on Twitter @sophwilkinson
This article originally appeared on The Debrief.