If you’re a fan of Gwyneth Paltrow‘s dubiously named and wildly popular Goop brand, you’re in luck: now you can explore the oceans on a Goop-themed luxury cruise. Luxury cruise brand Celebrity Cruises has tapped Paltrow and Goop for their speedy lux flagship Celebrity Beyond, and they’re bringing on board world-famous designer Nate Berkus and chef Daniel Boulud as well. With a stellar team at the helm, Celebrity Beyond is going to be a vacation journey like no other.
Goop Sets Sail
Paltrow announced the collaboration Wednesday on Instagram. In the post, Paltrow shared, “I am always happiest by, in or on the sea! In 2022 my @goop team and I are going to join @celebritycruises on their new ship, Celebrity Beyond. I’ll be behind the scenes, working on some special projects, as Celebrity’s new Well-being Advisor. My team @goop is curating programming and fitness kits to add to Celebrity’s wellness the experience. I’m sworn to secrecy on the rest—keep an eye out for the details coming soon.”
Paltrow, who is a celebrated actress and was once named The Most Beautiful Woman Alive by People magazine, has created a brand for herself that caters to wellness and health. Goop embraces the holistic and natural side of wellness. The brand encourages reinventing life from the ground up to take advantage of a cleaner and healthier way of living. The Goop website sells something for every need in your life, and offers articles with tips on how to embrace your wellness potential. For the cruise collab, Paltrow was tapped to be the well-being advisor.
Details of the Collaboration
Fast Company shares, “A traditional press release from Celebrity Cruises fleshes the job responsibilities a bit more: Fitness kits for ‘enhancing self-care and collective well-being,’ wellness programming, and participation in the new Women in Wellness initiative.”
Alongside Goop’s health and wellness details and programs, the entire experience has been curated to relax and enhance wellness. With Berkus on board designing the interior down to the smallest detail, guests will be transported into a floating spa, complete with every luxury you could wish for on the sea.
And Boulud will be launching a restaurant on the sea, for Celebrity Cruises’ newest, state-of-the-art vessel.
Poosh Tries to be Goop
While this collaboration between three stars like Boulud, Paltrow, and Berkus does promise to be something different and not easily replicated, that doesn’t mean other brands haven’t tried to harness Goop’s success in the past. One of the most obvious examples of this is Kourtney Kardashian‘s brand Poosh.
Poosh – named after a nickname Kardashian has for her daughter – tries to sell itself as a living guide. But whereas Goop has stood the test of time and continues to dish out advice people turn to on their health journeys, Poosh’s advice is often self-important, lacking in self awareness and science, and occasionally completely wrong.
It will be interesting to see if they choose to launch a destination vacation package with a Poosh theme now that Goop has launched this entirely new direction. But the world may not be ready for the Poosh and Goop wars that lie ahead.
For now, Goop lovers can start planning that Goop wellness getaway so many have dreamed of; perfectly planned under the careful gaze of Paltrow, Berkus, and Boulud. With the lux relaxing touches on Celebrity Beyond, it’s beyond us why anyone wouldn’t want to book a room and get away for awhile.