Gwyneth Paltrow consciously uncoupling from Goop

Gwyneth Paltrow signs copies of her new book 'It's All Easy' at Barnes & Noble, 5th Avenue on April 12, 2016 in New York City. Slaven Vlasic/Getty Images

It looks like Hollywood actress Gwyneth Paltrow is parting ways (or consciously uncoupling) with her health and wellness online website, Goop, which she founded in 2008 and turned into a successful business.

At the 2016 Sage Summit, Paltrow said she’d be stepping away from the site for the good of its future.

“In order to build the brand I want to build, its scalability is limited if I connect to it,” Paltrow said to the audience. “So I always think: ‘How can I grow the brand? How can I separate myself from the brand?’ and I think it’s going to be more its own brand.”

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Paltrow has been heavily involved with Goop since its inception, and has received flak from critics for being out-of-touch with her product suggestions and personal blogs: prices of items and opinions Paltrow shares are frequently out the average person’s range.

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While Paltrow has a team of 12 that manages site and newsletter content, she’s synonymous with the brand. (To give you an idea of the brand’s aesthetic, the employees work out of a swanky converted barn in California.)

By separating from Goop, it will now have the chance to grow without her perceived influence.

“My dream is that one day no one will remember that I had anything to do with it,” she said.

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It’s a tall order, that’s for sure, considering “Goop” is derived from her name.

“It is a nickname, like my name is G.P., so that is really where it came from,” said Paltrow to USA Today in 2009. “And I wanted it to be a word that means nothing and could mean anything.”

Some critics are skeptical Paltrow’s plan of action will benefit the site.

Paltrow and former husband, Chris Martin of British band Coldplay, finalized their divorce (or “conscious uncoupling”) in mid-June.

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