“I’m always thinking about what’s coming around the corner,” Paltrow says of her desire to keep innovating

When it comes to Goop, it’s best to expect the unexpected — from the “This Smells Like My Vagina” candle to a 24-carat gold vibrator, Goop has made waves in the wellness industry.

Now, the brand’s risk-taking nature is being celebrated at the 2023 CFDA Fashion Awards.

Goop founder and CEO Gwyneth Paltrow is accepting the innovation award at the ceremony on Nov. 6. The CFDA praised Patrow’s brand ahead of the ceremony, saying it “offers the tools to live a life of ineffable beauty—filled with agency, depth, and promise.”

Paltrow walked the red carpet in a sleek black dress with a turtleneck and knee-high slit from Goop’s very own G. Label. The CEO told PEOPLE her dress was “comfortable, classic” and “stretchy.” She paired her chic outfit with dangly silver earrings an a simple tennis bracelet.

The Goop founder also took a moment to a tell PEOPLE how she continues to find new ways to innovate.
“I think it’s just sort of how I’m wired,” Paltrow said. “I’m always thinking about what’s coming around the corner, and what I’m missing… what our customer is missing, what might be exciting.”

She continued, “I think I’m a very creative person innately, so there’s always something going on in there.”

In the 15 years since Paltrow founded Goop, the brand has expanded from a newsletter to a print magazine, docuseries, wellness summit and e-commerce website. Goop is perhaps best known for its wellness products, which include supplements, sex toys, candles and coffee.

Gwyneth Paltrow at a special screening of Goop docuseries “the goop lab” in Los Angeles in 2020.
“Early on people thought we were nuts,” Paltrow told PEOPLE last month. “To me, it’s such a good lesson, just be who you are, stick to your guns, find your resilience, keep going and you can build a brand that’s meaningful if you really mean it.”

This year, Goop launched good.clean.goop, an affordable beauty line available at Target and Amazon. The collection includes products for the skin, hair and body, as well as four chewable supplements.

Goop has made headlines for accusations of pseudoscience and deceptive health claims, but Paltrow

In a Town & Country cover story in 2020, Paltrow credited her father’s struggle with cancer for turning her toward alternative medicine.

“I think what this wellness movement is really about is listening to yourself, tuning into what interests you, and trying things,” Paltrow said at the time. “Find what makes you feel better and go from there.

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