Goop Will Be Around for Generations of Aspirational Envy

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Goop's founder. Photo: Jason Merritt/Getty Images

Gwyneth Paltrow hopes that Goop, her internet pamphlet on coveting created in 2008, will not be a gleaming flash in a well-appointed pan. She plans for her website to continue beyond her reign, so that generations and generations may steward envy forth into the future. She told Bloomberg about her future vision for Goop: 

My dream would be that in 20 years, people would sort of recollect that I maybe had something to do with it at one point and my involvement would be less essential. I never wanted to do a proprietary brand. I wanted it to be its own thing that my children could run one day if they wanted to.

Goop in 2035! What will our lives be like then? Will Goop guide us to the most aesthetic and healthful version of them? Oh goodness, we can hope so, can’t we?