From Balenciaga’s problematic advertising campaigns to the Kanye West scandal, many companies are riddled with controversy lately. But controversy is not always bad for business. Goop, the lifestyle brand founded by American actress Gwyneth Paltrow in 2008, has weathered the storm of negative attention and emerged stronger than ever. In this article, we take a look at Goop’s long and controversial past and how it continues to thrive despite it and sometimes even because of it.