By Harper Reeve, Senior Culture Correspondent
Gwyneth Paltrow made headlines once again as she stood firmly by her polarizing “This Smells Like My Vagina” candle during a keynote address at the 2025 Mindvalley Manifesting Summit in Los Angeles. Speaking before a packed audience of wellness enthusiasts and media figures, the Oscar-winning actress and Goop founder offered an unfiltered explanation behind the now-famous product that ignited global conversation on women’s bodies, branding, and sexual empowerment.
Paltrow revealed that the candle, which originally retailed for $75, was conceived as a joke but evolved into a symbolic product challenging societal norms. “There is an aspect to women’s sexuality that I think we’re socialized to feel a lot of shame around,” she told attendees. “And I sort of loved this punk rock idea — ‘We are beautiful and powerful — go f*** yourself.’”
From Joke to Statement
According to Paltrow, the scent originated spontaneously during a collaboration with perfumer Douglas Little. During a fragrance testing session, she reportedly exclaimed, “This smells like my vagina,” triggering laughter and eventually, a marketing sensation. The candle’s aroma includes notes of geranium, bergamot, Damask rose, and ambrette seed.
Despite early backlash from critics who called the candle vulgar and inappropriate, the product quickly sold out. It now commands prices as high as $400 on resale platforms, signaling its unexpected cult status. For Paltrow, the reception underscored a powerful message: “Women should never feel ashamed to own their bodies or their sensuality.”
Product Line Expansion and Activism
The candle’s success prompted Paltrow to expand the line with similarly provocative names, including “This Smells Like My Orgasm” and “This Smells Like My Prenup.” However, it was the 2022 release of “Hands Off My Vagina” that intertwined the Goop brand with activism. That candle was launched to mark the anniversary of Roe v. Wade, with $25 from each sale donated to support reproductive rights through the ACLU Foundation’s Reproductive Freedom Project.
Scented with coconut milk, Damascena roses, raw vanilla, hinoki wood, and toasted cacao, “Hands Off My Vagina” was created as both a product and a protest. “It was important to me to do more than spark conversation,” Paltrow explained. “I wanted to take a real stand for bodily autonomy and contribute directly to the fight for reproductive justice.”
Cultural Impact and Brand Resilience
Over the years, Goop has carved a controversial yet unmistakable niche in the wellness and lifestyle market. From its unconventional health advice to its luxury product line, the brand has endured skepticism and scrutiny, but its financial success and cult following remain undeniable.
Paltrow’s unapologetic approach at the Mindvalley Summit reinforced her belief that commerce and advocacy can coexist. “We can disrupt the narrative,” she declared. “We can make products that are both cheeky and meaningful, that empower women and fund change.”
As Goop continues to innovate and stir debate, Paltrow’s candle is no longer just a quirky gift — it’s a conversation starter that has challenged cultural taboos and opened new dialogues about sexuality, freedom, and feminine identity.
