Gwyneth Paltrow, known for her wellness empire Goop, has sparked widespread backlash for starring in a commercial promoting a luxury real estate development in Israel. The ad, for 51 Park in Herzliya, just north of Tel Aviv, features two 51-story towers with amenities like a swimming pool, pilates pool, wine room, and gym. While Paltrow promotes these luxuries, Palestinians in nearby Gaza and the West Bank face severe hardship, including displacement and lack of basic sanitation.
The Context of the Ad
The 51 Park development is marketed by Melisron, a company that also owns commercial property in the Israeli settlement of Ma'ale Adumim in the occupied West Bank. This settlement was built on land previously inhabited by Bedouin communities, many of whom were forcibly displaced by the Israeli government. Just miles away, violence against Palestinians has escalated, with Oxfam reporting that more Palestinians have been killed in the last three years than in the previous 17 combined. The UN notes that over 100 West Bank villages have been fully or partially emptied between January 2023 and April 2026, displacing more than 7,000 Palestinians.
Ethnic Cleansing Accusations
Amnesty International released a report accusing the Israeli government of carrying out "state-sanctioned, state-driven, and state-implemented" ethnic cleansing in the occupied West Bank. The report emphasizes that settler violence is not an aberration but an integral part of organized state policy. The term "ethnic cleansing" is used in line with the UN Commission of Experts on Former Yugoslavia's definition, describing a purposeful policy to remove a civilian population by violent means.
Gaza's Dire Conditions
In Gaza, the situation is even more catastrophic. Since October 2023, Israel controls 60% of the territory, with plans to seize 70%. About 1.7 million people are homeless, living in crowded tent camps with no proper toilets and a decimated sewage system. UNICEF reports over 70,000 cases of rodent and ectoparasitic infestations in 2026 alone. Newborn babies are being gnawed by rats in filthy camps, while Paltrow showcases wine rooms in a luxury tower nearby.
Paltrow's Controversial Marketing
Paltrow, nicknamed "Gwynocide" by critics, has a history of courting controversy for profit. She has previously promoted dubious wellness products like jade eggs for vaginal use and rectal ozone therapy. While she monetizes internet uproar, this ad has drawn attention to dead babies and ethnic cleansing, a far more serious issue than past controversies. Paltrow has not promoted the ad on her personal Instagram, suggesting awareness of the backlash.
Possible Motivations
Paltrow has expressed support for Israeli victims of the October 7 Hamas attack but has remained silent on Palestinian and Lebanese civilians killed by Israel. She may believe the controversy will fade, as she once said about her scientifically dubious ideas: "Then, five years later, everyone's fine with it." Additionally, her podcast recently featured the co-founder of military tech company Anduril, indicating a rightward turn in her associations.
As Israel establishes an agency to facilitate the "voluntary" removal of Palestinians from Gaza, Paltrow may find more opportunities to advertise luxury developments built on mass graves. The irony is stark: while she promotes a lavish lifestyle, Palestinians struggle for basic survival.
