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Business Insider Profile picture
@BusinessInsider
Sep 29, 2021 • 11 tweets • 7 min read • Read on X
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Gwyneth Paltrow's @goop was the "it girl" of celebrity brands and valued at $400 million a few years ago.

But the company has had an exec exodus, with at least 140 employees leaving since September 2019. ⬇️

businessinsider.com/gwyneth-paltro… A photo of Goop CEO and founder Gwyneth Paltrow. It’s over
There was no denying the power of its brand, balance sheet, and founder.

@goop — founded in 2008 as a newsletter out of Paltrow's kitchen — was ascendant and had attracted an impressive set of talent from places like @CondeNast and @MeredithCorp.

businessinsider.com/gwyneth-paltro…
But over the past two years, the lifestyle blog turned e-commerce shop has seen high turnover, even for the startup world.

At least 140 Goop staffers appear to have exited since September 2019, according to a review of @LinkedIn data.

businessinsider.com/gwyneth-paltro… A graphic that shows bullet points. It reads: They include:
Insider spoke with four Goop employees who left within the past two years, who all agreed to speak on the condition of anonymity.

They said they experienced a taxing culture that had been made worse by the pandemic, as well as a lack of transparency.

businessinsider.com/gwyneth-paltro… A graphic that shows a quote from a former Goop employee on
Goop was hit hard by the pandemic. The company furloughed dozens of people in March and April 2020, a number of whom ended up getting laid off or leaving.

But Goop insiders said that it had been losing talent for months before the pandemic hit.

businessinsider.com/gwyneth-paltro…
A number of top employees — some of whom former employees referred to as Paltrow's "favorites" — had left the company (or been forced out) since the start of 2019.

businessinsider.com/gwyneth-paltro…
Three former employees pointed to Juan Paul Ramirez, the company's former CTO, as a prime example of a former favorite.

Former employees said there was a mystery around Ramirez's exit that was emblematic of other senior leaders' departures.

businessinsider.com/gwyneth-paltro… A graphic that shows a quote from a former Goop employee. It
Three former employees who left said they did so simply because they felt underappreciated, particularly when it came to compensation, which they felt was below industry standard.

businessinsider.com/gwyneth-paltro…
As a result of departures and pandemic furloughs, three of the former employees said they picked up additional work for the company that stretched them thin.

There was also a sense of anxiety for some that they could be the next person laid off.

businessinsider.com/gwyneth-paltro… A graphic that shows a quote from a former Goop employee. It
The first former employee said they felt the company's attitude toward people who complained seemed to be, "You can leave."

businessinsider.com/gwyneth-paltro… A graphic that shows a quote from a former Goop employee. It
Several former employees indicated they felt something bigger was going on at the startup beyond talent simply succumbing to pandemic-induced restlessness or moving on to seize new opportunities.

Subscribe to @thisisinsider to read the full story:
businessinsider.com/gwyneth-paltro… A graphic that shows a quote from a former Goop employee. It

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