Gwyneth Paltrow is in the south of France for Cannes Lion, not as an actor but as an entrepreneur. She’s the CEO of goop and she’s there to speak to media executives and advertisers about her experience running her lifestyle brand although, as she told the audience today at one of the panel sessions, her goal is for goop to exist independent of her personality.

"My dream is that one day for people to say: 'Wait, did Gwyneth Paltrow have something to do with that company?' That the company really becomes a global brand that's a truly modern lifestyle brand, with (a) wellness focus. It's why I didn't call it 'Gwyneth Paltrow'. I really wanted to create a brand that would stand on its own. It's always something we are thinking about - when am I leveraging my personal self for the brand - and I think we are making a lot of progress and the brand is getting big, very big, and it would be my dream to not have to be the face of it."

That’s interesting to me because Gwyneth’s lifestyle predecessors are Martha Stewart and Oprah Winfrey, both of whom put their names on their businesses. And they are BIG businesses. And I’m not sure if Oprah and Martha ever worried about whether or not their businesses could “stand on (their) own”. They’re standing, period. Rather robustly. So…what’s the difference? For G, it almost seems like it’s a matter of pride. Like, oh hey, look what I can do, I can build something so successful that it will survive even without my name – which means what, exactly? That it’s better? Or is it more like false modesty? Oh no, no, I would never want to have my name all over and under something I’ve created. It’s more elegant to, you know, be in the background.

So G’s in the background, fighting the patriarchy? G has been criticised and…she seems to be attributing some of that criticism to… the patriarchy? And the status quo? (Via CNBC)

"I've had a lot of moments where I'm thinking 'why the f--- am I doing this?' It has become about holding on to my vision and being undeterred from it. It's really interesting being a woman who has shifted from one public facing image that people were comfortable with, into something else that people are not comfortable with."

Paltrow also called Goop one of the hardest things she has done in her career.

"We are growing really quickly, things are great, but there is constant push back from the status quo, from society as it is and we still live in a very patriarchal society that's very controlled by capitalism. And sometimes my voice is an irritant in that and me encouraging women to take autonomy for themselves is like a problem, but I feel like we are trying to do something important."

First of all, she IS the status quo. So I don’t know how she’s getting pushback from something she’s actually a part of, something that has actually enabled her. But OK. And as for living in a patriarchal society being controlled by capitalism – oh I’m sorry, I thought goop was a for-profit enterprise, why didn’t someone tell me that Gwyneth Paltrow is actually running an NGO?

It is true that women have not had opportunities to “take autonomy for themselves”. It is true that women’s bodies are being policed, that our choices about our own bodies, the rights we have over our own bodies are being threatened. It has never occurred to me though that Gwyneth Paltrow and goop and her line of vitamins have been at the forefront of the resistance in fighting the forces that have kept women from deciding for themselves what to do with their own bodies, $90 at a time

But hey, one of you can get all that for free!

Remember when Sarah went to In goop Health last week? Click here if you missed her post on the experience. Sarah came away with a goop gift bag, worth over $350. We are giving it away. Email [email protected] with GOOP in the subject field by Thursday at noon ET if you’re interested. Standard contest rules apply. Here’s a list of products in the gift bag:

Madewell canvas tote
Madewell leather pocketbook
Madewell gift card for free pair of jeans (good till 1/31/2018)
BOGO smoothies gift card (no expiry)
$200 Tory Sport gift card (good till 12/31/2017)
Tory Foundation bracelet
2 Ultimate Clean bars
Prebiothrive supplements
1 pack Herbal Essentials peppermint essential oil towelettes
Babo Botanicals conditioner
Kora Organics body oil
Ursa Major natural deodorant
Schmidt’s natural deodorant
Vital Proteins collagen peptides
Skinny & Co. coconut oil
French Girl rose lip polish
Pure by Phytocare papaya ointment
Herbivore “Sea Mist” hair oil
Floracopeia stress relief flower essences (Flower remedies!)
Olio E Osso persimmon balm