Gwyneth Paltrow’s lifestyle brand, Goop, has pledged over $2 million in product donations to assist victims of the devastating Los Angeles fires.
Paltrow, 52, who is normally mocked for being “out of touch” for her pricey GOOP products, including vagina scented candles and £500 key rings, revealed that the contributions are being distributed to several charities.
These include Baby2Baby, which supports children in poverty, and Altadena Girls, a local initiative aiding teenage girls affected by the Eaton fire.
In a letter shared with her nearly nine million followers, Paltrow described the devastation caused by the fires and praised the efforts of those helping in the aftermath.
"Los Angeles... I have been searching for words and failing, typing and deleting," she began. "The loss is incalculable. Twenty-four people. Over twelve thousand structures. Tens of thousands displaced.
“That is what we can count so far, but there is so much we cannot measure. The Palisades and Altadena—they are more than neighbourhoods, they are communities that define what it means to belong."
Paltrow continued, highlighting the heroism of first responders, the generosity of small businesses, and the resilience of Angelenos. "First responders risking their lives and their health to protect us. Local journalists keeping us informed so we can make life-saving choices.
“Small businesses stepping in urgently to give more than what they have. Artists creating illustrations of lost homes, as a salve for those mourning what they have lost. I could keep going," she wrote.
Fans took to the comments to heap praise on the move. One wrote: ‘She’s normally so out of touch with riciculous Goop stuff, but this is a good move! “ Another said: Thank you GP! Real life Angels everywhere in The City of Angels”.
A third added: “Beautifully said! I love Goop Kitchen giving Goop meals to first responders! Thank you!” A third commented: “Love GOOP! This is epic.”
As part of Goop’s contribution, the company’s Brentwood store has been assembling care packages of beauty and skincare products for Goop clients impacted by the fires.
Additionally, Chef Kim from Goop Kitchen mobilised swiftly to prepare over 800 meals for first responders. "More to come as we rebuild," Paltrow added. The actress also reflected on her deep connection to the city: "Los Angeles, I love you."
Last week, Paltrow, who previously said she’d step down from Goop when she’s 55, expressed her grief on Instagram, writing: "Our beloved Los Angeles…We are in deep grief for so many of our close friends who have lost everything.
Thank you to those inquiring, we are currently safe. When the fires are out there will be more to say and everything to do. The city of angels will need angels of all kinds. Please everyone, stay safe and vigilant."
The fires, which began last Tuesday, have killed at least 25 people and destroyed thousands of homes. The Palisades Fire is currently 27% contained, the Eaton Fire is 55% contained, the Hurst Fire is fully contained, and the Auto Fire is 85% contained.
Among those affected are several celebrities, including Paris Hilton, Anthony Hopkins, John Goodman, Mandy Moore, and Billy Crystal, who have lost their homes.
However, Paltrow emphasised that most victims are neither famous or wealthy, and the focus remains on rebuilding the lives of all those impacted.
