Business

A Sexual Health Company Is Suing Gwyneth Paltrow’s Goop

  • Good Clean Love Inc. has filed a lawsuit against Gwyneth Paltrow’s company, Goop.
  • Good Clean Love is suing, among other claims, for copyright infringement.
  • The lawsuit was filed to “avoid a calamitous situation.”

Gwyneth Paltrow’s wellness and lifestyle brand Goop is facing a trademark infringement lawsuit related to a collection of its sexual health products.

Good Clean Love Inc. filed a lawsuit against Goop on March 28, according to court documents obtained by Business Insider. The lawsuit also accused Goop of false advertising and unfair competition.


Gwyneth Paltrow at the MAKERS 2024 conference.

Gwyneth Paltrow.

Emma McIntyre/Getty Images



Good Clean Love filed suit “to avoid the calamitous situation in which a junior brand user, with substantial economic power, saturates the market with a brand that threatens to overtake the brand of a smaller senior user and to usurp the reputation and goodwill of the senior user.”

Good Clean Love said in its lawsuit that Goop applied to register the trademark “Good. Clean. Goop” in 2023 for several products such as cosmetics and nutritional supplements. Goop then used that mark with sexual health products, which Good Clean Love described as “the core” of its business, according to the lawsuit.

“Good Clean Love cannot compete with Goop’s market saturation,” the company said in court documents. “The confusion and reverse confusion created by Goop’s use of GOOD. CLEAN. GOOP threatens to prevent Good Clean Love from expanding into product lines related to its sexual health and wellness products. The Good Good Clean Love’s hard-earned will risks falling into the hands of Goop, the junior user.”

Representatives for Good Clean Love and Goop did not immediately respond to a request for comment from Business Insider.


Gwyneth Paltrow and Kerry Washington do The Goop podcast.

A Goop event.

Stefanie Keenan/Getty Images



Good Clean Love — which described the situation as “intolerable” — noted in the lawsuit that Paltrow founded Goop in 2008 and quickly became a “cultural phenomenon” that attracted frequent media attention. In comparison, Good Clean Love describes itself as a small, senior business founded in 2003.

“Without prompt assistance from this court, Goop’s adoption of the GOOD. CLEAN. GOOP trademark threatens to overwhelm the GOOD CLEAN LOVE trademark and undermine Good Clean Love’s two decades of investment in its goodwill and reputation,” the lawsuit states.

Both brands sell products at major retailers like Amazon, so their products “directly collide” and could confuse shoppers, Good Clean Love said.

Court documents showed that Good Clean Love also said that being associated with Goop was “harmful,” writing that Goop had previously faced lawsuits over “unsubstantiated health claims regarding its products.”

“These associations are particularly damaging to Good Clean Love, which has built its reputation and brand on safe, organic, science-based, and exhaustively researched sexual wellness products.” says the lawsuit.


Gwyneth Paltrow at a Goop event in September 2019.

Gwyneth Paltrow at a Goop event in September 2019.

Stephanie Keenan



Goop settled a $145,000 lawsuit in 2018 over its $66 “jade egg,” which it claimed could balance hormones and regulate menstrual cycles, among other features. California prosecutors said the health claims “were not supported by competent and reliable scientific data.”

A Texas man filed a separate lawsuit in May 2021 after claiming a $75 vagina-scented candle from Goop exploded. Paltrow called the lawsuit “frivolous” in a statement to NBC News.

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