Gwyneth Paltrow's luxury and lifestyle brand, Goop, agreed to offer reimbursements to its customers and pay $ 145,000 to settle a claim that accuses the company of making unsubstantiated claims about the health benefits of vaginal eggs.
The complaint was filed against Goop on Friday by the California Food, Drug and Medical Devices Task Force comprised of prosecutors from 10 district attorneys' offices in California, acting on a report filed by advertising supervisor truthinadvertising.org a year ago.
The lawsuit alleges that the Santa Monica-based brand founded by the Oscar-winning star of Shakespeare in Love made unproven claims about the jade egg, rose quartz egg and the inner judge Flower Essence Blend, which "were not backed by competent and reliable scientists. " evidence. & # 39;
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Egg Crime: Gwyneth Paltrow Goop's lifestyle brand agreed to pay $ 145,000 to settle a lawsuit accusing the company of making unsubstantiated claims about the health benefits of Rose Quartz (left) and Jade ( right) for $ 55 and $ 66, respectively
Paltrow, 45, first promoted the supposed health benefits of egg-shaped stones in January 2017, claiming that they could balance hormones and increase orgasms
This diagram published on goop.com shows how the egg should be inserted into a woman's body
Goop announced that jade and pink quartz eggs – retail on their website for $ 66 and $ 55, respectively – could balance hormones, regulate menstrual cycles, prevent uterine prolapse and increase bladder control when inserted into the vagina of the woman.
According to Goop, the Inner Judge Flower Essence Blend – a $ 22 mixture of floral extracts – could help prevent depression if it is ingested or added to bath water.
The California Food, Drug and Medical Devices Task Force also had problems with the Inner Judge Flower Essence blend, which it says could prevent depression, guilt and embarrassment
The conciliation of the lawsuit against Goop was announced by the California task force on Tuesday, stating that under the terms of the judgment, Paltrow's company agreed to pay $ 145,000 in civil penalties.
Goop has also been prohibited from making statements about the health benefits of its products "without possessing competent and reliable scientific evidence" and when manufacturing or selling any falsely advertised medical device.
"It's important to hold companies accountable for unsubstantiated claims, especially when the claims have the potential to affect women's health," said Orange County District Attorney Tony Rackauckas.
For its part, Goop has not admitted wrongdoing and has defended its marketing practices, but said in a statement released to Bloomberg on Tuesday that the company wanted to resolve the matter "quickly and amicably."
As part of the agreement with the district attorney's office, Goop has promised to offer full refunds to any customer who has purchased any of the aforementioned products between January 12 and August 31, 2017.
Paltrow, 45, who has two children with her ex-husband Chris Martin, first claimed the alleged benefits of egg-shaped stones in a question and answer session posted on her website in early 2017, claiming that the egg of jade increases orgasm, vaginal muscle tone and female energy & # 39; called & # 39; yoni & # 39;
The Iron Man star suggested that the woman squeezes the stone into her vagina all day to exercise her pelvic floor.
Paltrow's pronouncements provoked a quick reprimand from members of the medical community, and gynecologist Jen Gunter from the Bay Area highlighted the idea of eggs as a potentially dangerous nonsense that could lead to bacterial vaginosis and even to bacterial vaginosis. deadly toxic shock syndrome.
"I read the post on Goop and all I can say is that it's the biggest garbage load I've read on your site since the vaginal vapor," Dr. Gunter wrote in an open letter to Paltrow.
"The claim that they can balance hormones is simply biologically impossible," Gunter continued. & # 39; As for female energy? I'm a gynecologist and I do not know what that is. How does one prove it? The pH of fair trade urine, coming from organic sources, will soon reach GOOP for $ 77, I suppose.
Paltrow, who founded Goop in 2008, has been harshly criticized and ridiculed for selling eccentric and high-priced health fashions, including the infamous steam vaginal cleansing
Paltrow is known for suggesting fads of eccentric and expensive health in Goop, which he founded in 2008, possibly the most famous of which is vaginal cleansing with steam, which have recently been tested by people like model Chrissy Teigen and actress Busy Philipps. .
As of Wednesday morning, Rose Quartz Egg was still sold on goop.com. His description said: "made of rose quartz activator of the heart – associated with positive energy and love – this yoni is associated with the heart chakra".
The Jade Egg is also available for purchase, and it promises women to "increase sexual energy and pleasure" and connect "the second chakra (the heart) and the yoni for optimal self-esteem and well-being".
The description of the Inner Judge Flower Essence mix on goop.com touted the $ 22 tincture as "an organic floral purifying mix that helps eliminate guilt, shame, self-criticism and guilt."
According to the ad copy, the floral concoction supports self-acceptance, flexibility, compassion and forgiveness. It can be used frequently (every 5-15 minutes) to help prevent "spirals of shame" down into depressive states.