Goop founder Gwyneth Paltrow explains discontinuation of viral candle

Gwyneth Paltrow has revealed why her lifestyle brand, Goop, ceased production of the viral and controversial “This Smells Like My Vagina” candle. Speaking on the podcast “Friends Keep Secrets”, Paltrow explained that the product became such a massive phenomenon that it began to distract the public from the brand’s core activities and other offerings.

The candle, which launched in 2020 and retailed for $75, originated from a joke during a creative session with director Douglas Little. While testing various scents, Paltrow jokingly remarked that a particular aroma smelled like her vagina. Little took the suggestion seriously, leading to the creation of the best-selling product. Paltrow clarified that the scent did not actually resemble her anatomy, but instead contained notes of bergamot, geranium, damask rose, cedarwood, and ambrette seed.

Paltrow defended the product as a “punk-rock rebellion” intended to deliver a feminist message. She stated the goal was to challenge the shame many women feel regarding their bodies and sexuality. Despite the product being discontinued to refocus the brand, it remains a significant part of Goop’s media history.