Gwyneth Paltrow is rebranding menopause with her new line ‘Madame Ovary’

And we're here for it.

Gwyneth Paltrow is the definition of a multi-tasker – an Academy award winning actress, businesswoman, lifestyle guru, food writer and singer – and did we mention that she’s a hands-on mother of two?

She has been most known in recent years however for her role as founder and CEO of luxury lifestyle brand, Goop.

Yes, the brand that sells rose quartz vagina eggs and psychic vampire repellant.

Now, however, Gwyneth is tackling something new and she’s using Goop to do it – rebranding menopause.

goop London

Photography by Appear Here

The 46-year-old has been very open about going through ‘the change’, explaining on the Goop website, ‘I think menopause gets a really bad rap and needs a bit of rebranding.’

‘I remember when my mother went through menopause and it was such a big deal and I think there was grief around it for her. I don’t think we have in our society a great example of an aspirational menopausal woman.’

Gwyneth’s answer? A Goop initiative to change our approach to menopause, and its name is inspired.

goop criticism

Owen Kolasinski/REX/Shutterstock

Introducing, Madame Ovary.

The initiative aims to help women through menopause, giving advice and selling supplements that aid a lot of the symptoms – sleep problems, hot flashes, weight gain, thinning hair and dry skin.

‘I think when you get into perimenopause, you notice a lot of changes. I can feel the hormonal shifts happening. ‘The sweating, the moods – you know you’re just all of a sudden furious for no reason.’

But that’s something Gwyneth’s planning on changing and if there’s anyone we trust to do it, it’s her.

Reading now

Popular entertainment stories