Gwyneth Paltrow hopes Goop will exist long after she’s left the company.
Speaking at the 2016 Sage Summit in Chicago, Paltrow said of the lifestyle brand, “In order to build the brand I want to build, its scalability is limited if I connect to it. So I always think: ‘How can I grow the brand? How can I separate myself from the brand?’ And I think its going to be more its own brand.”
She added, “My dream is that one day no one will remember that I had anything to do with it.”
The site, which offers cooking, health, and travel advice, began back in 2008 as a weekly newsletter. Paltrow called the experience of running the Goop “an amazing journey.”
“Goop is an ecommerce and content platform, and we say that we are devoted to making every choice count,” she explained. “We like to push boundaries, we like to move the needle, and we are not afraid to create some controversy once in a while. We want to become the first truly modern lifestyle brand built on a digital platform and everything that encompasses.”
For more on Paltrow’s remarks, head here.
CORRECTION: This post initially took Paltrow’s remarks out of context, and has since been updated to reflect the proper intent of her comments.