How Gwyneth Paltrow's Goop lost its glow amid layoffs and pivots

Scott Garfitt/Invision/AP; Chelsea Jia Feng/BI

• Gwyneth Paltrow's lifestyle brand Goop has undergone two rounds of layoffs in recent months.
• The company has said it's pivoting to focus on beauty, fashion, and food.
• The changes highlight Goop's challenges to build a sustainable business beyond its famous founder.

Gwyneth Paltrow took a measured tone earlier this year when she discussed Goop, her newsletter turned e-commerce company, onstage at a Forbes event.