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Batten down the hatches: Gwyneth Paltrow, Goop, Celebrity Cruises are teaming up

Gwyneth Paltrow and Goop are partnering with Celebrity Cruises for the water-travel giant’s latest ship, Celebrity Beyond.

Batten down the hatches: Gwyneth Paltrow, Goop, Celebrity Cruises are teaming up
[Photo: Gwyneth Paltrow]
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Better start packing those jade yoni eggs.

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Gwyneth Paltrow and Goop are partnering with Celebrity Cruises for the water-travel giant’s latest ship, Celebrity Beyond. The actress-turned-wellness-guru will serve as the brand’s new “well-being advisor,” they announced today.

“I am always happiest by, in or on the sea!” Paltrow wrote in an Instagram post that also featured a photo of her in a bikini and sunglasses looking out over the ocean. “I’ll be behind the scenes, working on some special projects . . . 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.”

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.

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Paltrow—known for her work in the Avengers franchise, and movies such as Sliding Doors and The Royal Tenenbaums—founded Goop in 2008. From those early days as a weekly newsletter, the company has evolved to become a shopping site, a book publisher, and a place for recipes, style tips, and health and travel guidance.

Numerous media sites put Goop’s value at an estimated $250 million.

Over the years, the e-commerce platform has caught fire for everything for products that don’t wok to relying on quack science.

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Paltrow has been named one of Fast Company‘s Most Creative People.

“At Goop, our curiosity leads us to explore different approaches to well-being and sends us around the world, reporting on the best places to eat, drink, engage, and unwind,” Paltrow said in a statement via the cruise line. “Near the nexus of these interests, we came across Celebrity’s mission to disrupt the traditional notion of being well-traveled. As Celebrity’s new well-being advisor, I’ll be working with my team at goop to bring onboard some of our favorite practices and tools for deepening well-being and joy.”

The cruise line industry has been one of the hardest hit by the COVID-19 pandemic.

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Other celebs involved in Celebrity Beyond include designer Nate Berkus, architect Tom Wright, and Michelin-starred chef and restaurateur Daniel Boulud.

It’s the third ship in Celebrity Cruises’s luxury Edge Series.