Time and again, Gwyneth Paltrow's brainchild brand, Goop, has been criticised for its controversial beauty and wellness recommendations, such as bee-sting therapy, and the use of jade egg to "heal" your vagina.
Watchdog groups and medical professionals say they are not only ineffective, but also dangerous.
This time, it seems the public has had enough of the "nonsense," as the brand did not get away with their "insubstantial and unsupported" claims unscathed.
In particular, their claim on the Jade Egg and the Rose Quartz Egg's ability to "tone muscles and increase sexual energy," and the Inner Judge Flower Essence Blend's ability to "prevent depression" were called out in a consumer protection lawsuit brought by the Santa Clara County District Attorney's Office and nine other prosecutors, which ultimately drove them to pay a $145,000 (S$200,000) settlement as civil penalties for misleading readers and customers.
In addition to the settlement, Goop has to refund customers who purchased the products, as well as stop advertising the products as a remedy for health ailments.
"The health and money of Santa Clara County residents should never be put at risk by misleading advertising," Santa Clara District Attorney Jeff Rosen said in a statement. "We will vigilantly protect consumers against companies that promise health benefits without the support of good science…or any science."
But it looks like Goop has no plans of stopping, as it has announced that it will be introducing a new "wellness portal" run by "experienced nutritional science researchers, product safety experts and traditional Chinese medicine doctors."