07/29/2016 at 03:19 PM ET
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Paltrow spoke at the 2016 Sage Summit in Chicago this week, expressing that at some point she will probably “separate” herself from the brand.
“In order to build the brand I want to build, its scalability is limited if I connect to it,” she said to the crowd. “So I always think: ‘How can I grow the brand? How can I separate myself from the brand?’ and I think its going to be more its own brand.”
She continued: “My dream is that one day no one will remember that I had anything to do with it.”
But that separation does not mean a complete split from the site, which offers cooking, health, fashion and travel advice and began back in 2008.
Paltrow plans to stay as involved as ever, says a source close to the matter, who adds her quotes at the summit were taken out of context.
“All she was saying was that in order to scale and build a true lifestyle brand, it needs to stand on its own,” the source tells PeopleStyle. “Her goal is to grow goop so that eventually it’s big enough that it could theoretically exist without her, but she’ll always be connected to it.”
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The insider adds that the entrepreneur wants people to view goop as its own entity, not “Gwyneth Paltrow’s blog”
“It’s so much more than that. Goop has its own branded products, a digital shop, experimental pop ups and major advertisers, from Cartier to Cadillac. It’s a business.”
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