Goop flexes its editorial muscles to win over men with a new podcast called Goopfellas.

WHAT HAPPENED: Goop’s new podcast is its first male-focused editorial vertical, with plans to expand its products for men with a newsletter and private-label products.

Why it matters

  • Goop, which stands out among consumer brands that have merged ecommerce with editorial content, has solid experience to bring to its new men’s vertical. Beyond “Goopfellas,” its plans to introduce men’s apparel and accessories via its private label, G.Label, and launch a separate newsletter—the medium that launched the Goop brand at the very beginning—build on already proven expertise (it may also create events for men). But the more interesting aspect of its foray into men’s is the strategic decision to start with a podcast, which suggests audio is a more effective entrypoint for men into the Goop ecosystem.
  • On “Goopfellas,” the company will interview male celebrities, healthcare leaders and CEOs on topics ranging from trauma and nutrition to community and mental health disorders, with the hope that it will reduce toxic masculinity in the process. In branching out, Goop is latching on to the rise of menswear and men’s health brands as more male consumers become interested in looking after their appearance and wellness. Still, while the Goop brand was never officially branded as “for women,” Gwyneth Paltrow’s involvement gives a company an undeniably female tint, and makes Goop’s command of the men’s consumer space questionable. Goop will also have to surmount pre-existing criticism that highlights the company’s lack of credibility to serve women in the health space. This is not to say that men will be more impervious to fabricated claims, but given the historically overwhelming focus on women in the wellness space, Goop may not be able to get away with as much as it broadens its audience.