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While Goop has grown into a successful - if not sometimes polarizing - lifestyle brand today, there was a time when Gwyneth Paltrow wasn't sure about what she was getting into.

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"I was a fool," the 42-year-old actress said. "I had no idea what I was getting myself into. But I have to say, it's been incredibly rewarding, and I learn so much every day."

As for launching the brand itself, it was a matter of taking control of her own image as well as investing her personal equity into something she could stand behind. "I started questioning be hired as a face," she said of endorsement deals pitched at her.

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But Paltrow admits that turning Goop into a successful company has been a challenging one, telling Boomberg's Market Makers she's been pushed "out of her comfort zone."

"It's vulnerable, challenging, wonderful, and exciting to put yourself in a situation where you're laying out your idea," she remarked.

And certainly the effort has paid off. In addition to leading the way for other actresses and entertainers to follow - Blake Lively and Jessica Alba have both launched their own brands - Goop "has become its own thing" that her "kids could run if they want to."


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