Goop launches wellness cruise experience

The lifestyle brand takes to the waves

Gwyneth Paltrow speaks at the goop summit in Los Angeles in May 2019 (Getty)

After a week which saw Goop sell out of vagina-scented candles and announce the launch of a Netflix series, Gwyneth Paltrow’s $250-million lifestyle brand has also introduced a workshop onboard an 11-night cruise.

Goop at Sea will take the controversial wellness concept to the waves aboard Celebrity Cruises’ new 2,910-passenger Apex cruise ship.

Departing in August 2020, the cruise itinerary packs in nine Mediterranean destinations across Spain, France and Italy.

The one-day Goop workshop onboard will include talks and wellness sessions to bring the brand to life.

An opening conversation between Paltrow and Goop’s chief content officer, Elise Loehnen, will be followed by a mind session (exploring mental health), body session (an active group workout class) and soul session (“an energetic experience, guided by a beloved spirituality teacher”).

The day finishes with a closing speech from “one of the day’s fascinating culture-changers”.

Cruisers can also expect some freebies, although information on this is scant at present: “There will be fun, goopy surprises and amenities available throughout your cruise. Details coming soon!” reads the website.

The Goop at Sea experience costs $750 (£578) on top of the price of the cruise, and is only available to guests booked into a suite onboard the Celebrity Apex (starting from £4,040pp) for 26 August departures.

“This partnership with Celebrity Cruises allows us to bring Goop to new audiences and to meet readers where they are,” said Paltrow.

“Goop’s brand DNA is based in curiosity, and curiosity is an essential component of travel.

“With Goop at Sea, we’ll be invoking that adventurous spirit with a series of transformative experiences led by a few of our most-trusted wellness practitioners and healers.”

Celebrity Cruises’ vice president Peter Giorgi said the Celebrity Apex is “modern cruising at its finest and makes for the perfect setting for our partnership with Goop and the first ever Goop at Sea experience”.