“VAGINA! VAGINA! VAGINA!” That, in a nutshell (possibly the wrong metaphor), was the key to success for Gwyneth Paltrow’s lifestyle brand, Goop, for many years: headline-grabbing wacky health advice and weird products that were often vagina-adjacent.

Paltrow once spelled out this strategy in a lecture to a Harvard Business School (HBS) class. It was great publicity, she explained, when people mocked Goop for doing things such as urging women to steam their vaginas to balance their hormones; the free PR caused “cultural firestorms” and she could “monetise those eyeballs”.........

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