Goop said its revenue rose 10% in 2024 compared with 2023, according to a company spokesperson quoted by Vanity Fair and reported by TechCrunch. That is a company-reported revenue figure—not proof that Goop was profitable or independently audited. In a March 20, 2025 report, TechCrunch also described founder Gwyneth Paltrow’s plans to optimize the business and put the growth claim alongside earlier reports of flat sales and layoffs.
What Goop said about its growth
The 10% figure refers to Goop’s total revenue in 2024 versus 2023. A Goop spokesperson told Vanity Fair that 2024 was one of the company’s best years yet; TechCrunch summarized the statement in its March 20, 2025 coverage. The report did not provide financial statements or independent verification of the figure, so it should be understood as a company-reported claim.
Revenue growth does not establish profitability. TechCrunch noted that Goop did not disclose whether it was profitable, and the report offered no figures on costs, margins, or net income. The growth figure alone cannot show whether the company earned more after expenses.
What Paltrow said about managing the business
Paltrow, who founded Goop in 2008, described organizational changes intended to optimize EBITDA—earnings before interest, taxes, depreciation, and amortization. EBITDA is commonly used to assess operating performance, but the report does not say whether Goop’s EBITDA improved or whether the changes achieved their intended effect.
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How the update fits with earlier reports
TechCrunch set the 2024 growth claim against earlier coverage that Goop sales had been flat since 2021, attributed to Puck, and reports of workforce reductions in 2024. It also reported that another round of layoffs followed in November. These are accounts relayed by TechCrunch from other publications, not independently verified operating data in its story. They provide context, but do not establish why revenue changed or whether staffing reductions affected performance.
Which Goop businesses were named
The spokesperson said Goop Beauty, fashion label G. Label, and food-delivery business Goop Kitchen were growing. No individual growth rates or segment revenues were given, so the report does not show how much each contributed to the company-wide figure. TechCrunch also reported that Goop Kitchen closed a $15 million funding round, with investors including Travis Kalanick; that funding is distinct from revenue and does not by itself indicate profitability.
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What Paltrow said about competition
Asked about competition, Paltrow told Vanity Fair: “I think there’s always more than enough to go around. Everybody deserves an attempt at everything they want to try.” The remark reflects her view of competing brands; it is not a financial measure of Goop’s growth.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the reported numbers do—and do not—show
- Reported: Goop’s spokesperson said revenue increased 10% in 2024 compared with 2023.
- Not established: Whether Goop was profitable, whether the figure was independently audited, or how the company performed by business unit.
- Separate development: Goop Kitchen’s reported $15 million funding round is financing, not evidence of sales or profit.
- Management aim: Paltrow described changes intended to optimize EBITDA, but no resulting EBITDA figure was reported.
These details come from TechCrunch’s March 20, 2025 account of a Vanity Fair cover story and interview, as well as its summaries of earlier coverage: TechCrunch’s report.
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