Gwyneth Paltrow Layoffs Reported at Goop … In Pivot to A.I.
Published May 13, 2026 2:17 PM PDT
Layoffs are shaking up the staff at Gwyneth Paltrow‘s Goop as the company pivots to an A.I. workflow … according to reports.
According to Puck, there were layoffs at GP’s wellness brand this week … and a person familiar with the matter told the outlet “profitability and A.I.” are to blame.
It’s unclear just how many people were let go — Puck’s sources say 20, but a Goop spokesperson reportedly told them the number wasn’t quite that high.
The spokesperson told Puck … “Goop, like many companies, is adapting to a shifting landscape and finding new ways to operate more efficiently.”
And according to Emily Sundberg‘s Feed Me substack, the cuts were reportedly “justified via pivot to A.I. workflow” … and claimed Gwyneth herself led the meeting announcing the layoffs.
This isn’t the first time Goop slashed company staff … they reportedly laid off 18% of their workforce back in 2024.
According to the new Puck report, Gwyneth has called in Moj Mahdara as a consultant amid the layoffs. She and Moj launched her venture capital firm Kinship Ventures together.
Moj’s job is reportedly to help Goop go from struggling to stable … but it’s unclear what the plan is.
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