Gwyneth Paltrow’s lifestyle company Goop has agreed to pay $145,000 to settle allegations that it made unscientific health claims about its vaginal jade and rose quartz eggs.
The settlement, announced by California district attorneys, relates to claims made between January and August last year that the eggs could balance hormones, regulate menstrual cycles, prevent uterine prolapse and increase bladder control. Goop also promoted a herbal essence to treat depression without scientific backing.
Under the agreement, Goop must refund customers who purchased the products during that period and is prohibited from making claims about its products’ efficacy without reliable scientific evidence. The company still sells the $66 Jade Egg and $55 Rose Quartz Egg on its website, which it describes as tools to “cultivate sexual energy” and “invigorate our life force”.
Santa Clara District Attorney Jeff Rosen said: “The health and money of Santa Clara County residents should never be put at risk by misleading advertising. We will vigilantly protect consumers against companies that promise health benefits without the support of good science … or any science.”
Goop’s chief financial officer, Erica Moore, said in a statement: “Goop provides a forum for practitioners to present their views and experiences with various products like the Jade Egg. The law, though, sometimes views statements like this as advertising claims, which are subject to various legal requirements.”
The company has faced previous legal challenges over its health claims, and in July, Paltrow announced Goop had hired an in-house fact checker for its website.
