Gwyneth Paltrow has once again found herself at the center of controversy after unveiling a new Goop holiday product — a $1,300 “sexual wellness advent calendar” that includes vibrators, bondage items, and what the brand describes as “tools of elevated pleasure.” But this time, even her most loyal fans are calling it a step too far.
The actress and Goop founder revealed the luxury calendar in a glossy promotional video earlier this week, describing it as “a celebration of self-love and intimacy.” Inside are 24 compartments, each containing a different adult-themed item — from gold-plated handcuffs to what Goop calls a “bespoke aromatic lubricant.”
“It’s a sensual countdown for sophisticated adults,” Paltrow said in the clip, smiling as she opened one of the boxes. “Pleasure is a part of wellness.”
But the reaction online was anything but calm. Within hours, the comments under the Goop Instagram post exploded with backlash. “$1,300 for a sex calendar? In this economy?” one user wrote. “You’re so out of touch it’s embarrassing.”
“$1,300 for 24 sex toys — this is satire, right?” — User responds to Gwyneth Paltrow’s Goop launch @PopCrave
Many called it “tone-deaf” given the ongoing financial struggles millions face during the holidays. Others accused her of cheapening intimacy for profit. “She’s turned Christmas into a sex commercial,” one critic wrote on Reddit. “It’s not edgy — it’s disrespectful.”
Among the 24 items are products that left even longtime Goop followers stunned — including a hand-blown glass toy shaped like a candy cane and a mini whip engraved with the Goop logo. Each is packaged in silk-lined compartments, accompanied by Paltrow’s own “pleasure affirmations.”
“We wanted to make something playful yet deeply empowering,” Goop’s wellness director told The New York Times. “It’s about embracing pleasure without shame.”
Still, social media users weren’t buying it. “Empowerment doesn’t need to cost a month’s rent,” another user wrote on Twitter. “She’s selling privilege, not pleasure.”
“Goop’s new ‘sex advent calendar’ proves Gwyneth Paltrow has officially lost touch with reality.” @guardian
This isn’t the first time Paltrow has made headlines for her eyebrow-raising products. In 2020, her infamous “This Smells Like My Vagina” candle went viral for its bizarre marketing, selling out within days despite the $75 price tag. Later, Goop’s $120 “energy detox stickers” drew ridicule from scientists who called them “a scam.”
Yet every controversy seems to fuel Goop’s mystique. The brand, valued at over $250 million, has built an empire on luxury wellness and sexuality. “Paltrow’s brand thrives on shock,” explained cultural analyst Dr. Leah Edwards. “Her entire strategy is to provoke conversation — and this advent calendar does exactly that.”
Still, others say this time feels different. Critics argue that releasing such a product during the holidays — a season rooted in family and spirituality — crosses a line. “There’s something unsettling about wrapping a vibrator in Christmas paper,” one columnist wrote for The Independent. “It’s not empowerment. It’s marketing dressed as liberation.”
“Gwyneth Paltrow has managed to turn the nativity season into a luxury kink countdown.” — Culture writer @BBCWorld
Paltrow, however, has doubled down. In a Vogue interview, she dismissed the criticism as “predictable.” “People always project their discomfort with pleasure onto women,” she said. “If it were a male brand doing this, no one would blink.”
Supporters of the actress echoed her sentiment, applauding her for continuing to push boundaries around female sexuality. “She’s not selling toys — she’s selling freedom,” one fan commented on TikTok, where the hashtag #GoopCalendar has already surpassed 20 million views.
But even some longtime feminists say the move risks alienating the very audience she claims to empower. “There’s a difference between liberating women and exploiting desire,” wrote activist Naomi Russell. “At $1,300, this calendar doesn’t liberate — it excludes.”
Despite the uproar, Goop has reported that the calendar is nearly sold out. A company spokesperson confirmed to Business Insider that fewer than 100 remain in stock. “Controversy or not, the demand is real,” they said. “People want to talk about pleasure — and they want to feel good doing it.”
“Goop’s $1,300 sex calendar is already almost sold out. Outrage = marketing gold.” @Reuters
As the backlash continues, Paltrow seems unfazed. “I’ve been offending people for 20 years,” she told Elle with a laugh. “If people are still shocked, it means I’m doing something right.”
Still, for many, the image of a luxury advent calendar filled with sex toys feels like yet another sign of how commercialized — and disconnected — celebrity wellness has become. “She’s selling a fantasy,” one Twitter user wrote. “And it’s not one most people can afford.”
As one viral comment under Goop’s post put it best: “Maybe Christmas isn’t about counting the days — maybe it’s about remembering what we’ve lost along the way.”
