Looks like Goop goofed up. The lifestyle brand founded by Gwyneth Paltrow has agreed to pay a $145,000 settlement in California after an investigation found that some of its products being promoted, including vaginal eggs, weren't backed by science.
The lawsuit comes from the California Food, Drug, and Medical Device Task Force, a group made of prosecutors from 10 counties in California. They argued that Goop made unscientific claims about three of their products, including the Jade Egg and Rose Quartz Egg, which were touted to "increase sexual energy and pleasure" as well as could help balance menstrual cycles and hormones.
The other product in question, Inner Judge Flower Essence Blend, was said to help prevent depression.
In a statement, Orange County District Attorney Tony Rackauckas, representing one of the ten counties involved in the lawsuit, said, "It’s important to hold companies accountable for unsubstantiated claims, especially when the claims have the potential to affect women’s health."
In a Goop rebuttal statement, shared with People Magazine, the company denied it misled customers and maintaining it hadn't received any complaints.
"Goop provides a forum for practitioners to present their views and experiences with various products like the jade egg. The law, though, sometimes views statements like this as advertising claims, which are subject to various legal requirements," said Erica Moore, Chief Financial Officer of Goop. "The Task Force assisted us in applying those laws to the content we published, and we appreciate their guidance in this matter as we move from a pioneer in this space to an established wellness authority."
While $145,000 is probably a drop in the bucket for the lifestyle brand that's estimated to be worth $250 million, the lasting impact of the lawsuit might be Goop's integrity. According to the Orange District Attorney, the company is now barred from selling "misbranded, unapproved, or falsely-advertised medical devices" as well as making anyclaims about the efficacy of its products that aren’t informed by science.
However, it's safe to say we haven't heard the last from Goop, or from the jade egg for that matter.
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