Gwyneth Paltrow’s Goop will have its own Netflix series.
The lifestyle brand, which was founded by the Shakespeare in Love actress a decade ago, has been steadily ramping up its production of original content in recent years, from cookbooks to a successful podcast. Now, it’s taking the next step and signed a deal with Netflix for a new documentary series.
The untitled show will comprise 30-minute episodes hosted by Paltrow, plus the site’s editors and Goop’s chief content officer Elise Loehnen. Together, they will use experts, doctors and researches to examine issues of physical and spiritual wellness.
“We were speaking to the platform question, and where our people are. They’re watching Netflix. Some of the more strategic, bigger stories we want to tell require a TV budget. Obviously, there’s no better partner in that,” Loehnen told Variety.
Loehnen has said that the progrmme aims to raise the level of aesthetics and storytelling that surround issues of mental, physical health.
“Gwyneth is a highly visual, tactile person. The quality of everything that we produce is very important to her,” Loehnen said. “She’s always looking for white space. Whether it’s developing physical products or thinking of content. With this show, I think she’s only really interested in opportunities where we can uniquely be ourselves and do things potentially disruptive.”
The deal comes as Goop plans to expand its original content, including a new exclusive podcast distribution deal with Delta Air Lines, a food show hosted by an award-winning chef and a Goop book club. Goop will pause production on its quarterly print magazine while it invests in this digital push.