With its kale ice-cream, rose quartz eggs and inhouse shaman, Paltrow’s ‘wellness adventure’ is silly and fun. But is it only for rich, white people who are disproportionately well already?
Culver City, Los Angeles, is socked in by haze, and a line of women in black athleisure – more blondes than one is accustomed to seeing in one place at one time – stretches down the block. Each has paid between $500 and $1500 (£390 and £1,175) to stand in this line and attend In Goop Health: Presented by Goop, the inaugural “health and wellness expo” of Gwyneth Paltrow’s lifestyle brand, Goop.
People are excited, a little nervous and giddy. It feels as if we are waiting for the bus to summer camp, if your summer camp gives out free lube and Nicole Richie is there. At 9am the beefy security team parts and we pour into a courtyard where employees sort us into more lines based on how much we have paid to be here. Colour-coded bracelets indicate whether you are a Lapis ($500), Amethyst ($1,000) or Clear Quartz ($1,500) Gooper. More money means more activities: a foam roller workout, a “sound bath”, even lunch with “GP” herself in the “Collagen Garden”. Apparently, a prohibitively expensive, celebrity-studded self-help salon isn’t exclusive enough: the very rich can’t have fun without a little class hierarchy.