Gwyneth Paltrow has provided an update on her company, Goop, in a recent cover story for Vanity Fair.

Since its founding in 2008, Goop has secured over $140 million in investments from firms like Greycroft and G9 Ventures, according to PitchBook. As one of the pioneering lifestyle companies founded by an actor, Goop has often been regarded as a trailblazer in the industry.

However, the company has experienced significant changes over the past few years. In June of last year, industry publication Puck reported that Goop’s sales had plateaued since 2021, with its beauty line also underperforming. This was followed by a series of layoffs, including the dismissal of 18% of its workforce in September, and another round of layoffs in November. Additionally, Business Insider reported high employee turnover in 2021, leading to speculation about the company’s future. As a result, numerous think pieces have emerged questioning whether Goop has lost its edge.

In a recent interview, Paltrow addressed these concerns, reiterating that the company is undergoing a restructuring process to optimize its EBITDA (earnings before interest, taxes, depreciation, and amortization), a measure of a company’s profitability. A spokesperson had previously stated that the company was experiencing revenue growth despite the layoffs.

Goop did not immediately respond to requests for comment.

While the company’s profitability remains unclear, a spokesperson revealed to Vanity Fair that 2024 was one of Goop’s best years, with revenue increasing by 10% from 2023. There are also outward signs of progress, including the growth of its various brands, such as Goop Beauty, G. Label (launched in 2016), and Goop Kitchen (launched in 2021), which recently secured $15 million in investments from backers including Travis Kalanick.

The celebrity wellness landscape has undergone significant changes since Goop’s inception, with many celebrities now recognizing the potential for substantial financial gains through successful branding. As a result, Goop faces increased competition from the likes of Hailey Bieber’s Rhode, Rihanna’s Fenty Beauty and Fenty Skin, and Meghan Markle’s forthcoming lifestyle brand, As Ever. The market is now more crowded than ever, with products ranging from yoni eggs to $274 peptide serums.

Despite these challenges, Paltrow does not view the competition as a zero-sum game, where one company’s gain must come at the expense of another.

“I believe there’s always more than enough to go around,” Paltrow told Vanity Fair. “Everybody deserves an opportunity to try everything they want.”