Gwyneth Paltrow's Goop empire, a bastion of wellness and healthy living, has made its way to a new city, joining a growing list of Los Angeles-based businesses that are expanding their reach beyond the Golden State. But in this rival city, a different approach to healthy eating and living is taking hold, one that challenges the conventional wisdom of Paltrow's Goop brand. As the wellness industry continues to boom, a new city is emerging as a hub for alternative health and nutrition, threatening to upend the status quo set by LA's trendy entrepreneurs. Will Paltrow's Goop be able to adapt to this new landscape, or will it be left in the dust?
Gwyneth Paltrow’s healthy-eating enterprise is just one of several recent Los Angeles exports to a rival city with its own ideas about what’s good.
