The 45-year-old Academy Award-winning actress is embracing is the legalisation of cannabis in California, by throwing her support behind a series of cannabis-infused products.
Gwyneth Paltrow's lifestyle brand has just announced a partnership with US based cannabis dispensary chain MedMen to create a new line of women-focused cannabis products.
MedMen's senior vice president David Chiovetti told Forbes the move was "a perfect partnership".
"Historically speaking, the industry has been male-dominated on both the consumer and business side, so it just makes sense," says Chiovetti.
"For Goop to be proactive in partnering with a cannabis brand - it only helps in eliminating the stigma. It's a milestone."
Paltrow's controversial website will soon provide links to vaporiser pens, luxury gluten-free cannabis chocolate bars, cannabis tea bags and even pot-based recipes, including how to make a Pimm's-based 'Cannabis Cup' cocktail.
The products on display include a cannabis-laced bath bomb made by Kush Queen that costs approximately NZD$20.
Paltrow told The Howard Stern Show in June she "sometimes" smokes weed.
"It's legal now in California," she added.
MedMen's mission statement is to "mainstream marijuana". The Daily Mail reports the company was even the official sponsor of the NZD$1000-a-head 'In Goop Health' conference in Los Angeles last month.
The company reportedly ran panels on the purported benefits of cannabis and handed out gift bags full of weed-based treats to hundreds of guests.
Jean Godfrey-June, Goop's executive beauty editor, told Forbes that "taking down stress is a big CBD claim, and certainly, a less-stressed person is more attractive than a super-stressed one.
"Feeling better definitely translates to looking better in most cases, so CBD's calming, analgesic properties have serious beauty and wellness potential."
Goop says it will be selling MedMen products "soon".