The Academy Award-winning actress’ health and wellness e-commerce startup, Goop, is no stranger to criticism. Since its inception in 2008, Goop has achieved widespread success, raising almost $20 million in venture capital. At the same time, it has also faced widespread criticism, threats of legal action, and a surge of backlash to much of the marketing and advertising materials published on the company’s various platforms.
As a recent article on BuzzFeed highlights, Goop is the subject of a new set of investigations being conducted by the consumer watchdog group Truth in Advertising (“TINA”) regarding some of the claims made in the company’s advertisements. From the Rose Flower Essence Tincture, which is marketed as a tool to help combat panic attacks, to the concept of “Earthing,” allegedly advertised as a treatment for insomnia, TINA is calling out a handful of these products and treatments, requesting that Goop either provide scientific evidence for their various claims, or amend their marketing materials to clarify what exactly these products are medically proven to accomplish.