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Gwyneth Paltrow Wants to Separate Her Name From Goop But She’s Not Going Anywhere

Gwyneth Paltrow
Gwyneth Paltrow attends a private dinner hosted by Michael Kors to celebrate the new Regent Street Flagship store opening on June 22, 2016 in London, England.

UPDATE: A source clarifies to Us Weekly that Paltrow remains fully committed to and involved with Goop, and she was simply explaining that "in order to scale and build a true lifestyle brand, it needs to continue to grow and build on its success so that it develops an identify of its own." The actress hopes people will someday see it as its own business and not just "Gwyneth Paltrow's Blog." 

Another uncoupling of sorts could be on the way for Gwyneth Paltrow. The actress, 43, wants to separate her name from Goop, the ecommerce lifestyle site she founded in 2008.

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"More and more, I would like it to be its own brand," she told attendees of the Sage Summit in Chicago on Wednesday, July 27. “My dream is that one day no one will remember that I had anything to do with it.”

Paltrow, who finalized her divorce from Coldplay’s Chris Martin this month, explained her logic: “In order to build the brand I want to build, its scalability is limited if I connect to it. So I always think: ‘How can I grow the brand? How can I separate myself from the brand?’ And I think its going to be more its own brand.”

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Earlier this year, however, the Mortdecai star told the Today show’s Matt Lauer she planned to take a break from acting to focus on the business.

"We took some investment last year, so as soon as we had other people's money, I realized I really better focus on this completely," the mom to Apple, 12, and Moses, 10, said in March. "I'll return to acting probably, but probably not right now."

That announcement came the same month Goop added a skincare line to its extensive arsenal of products, which includes everything from tote bags and gift tags to hangover tea and non-toxic lube.

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Paltrow is very hands on with the company, and though she would like it to stand apart from her, she loves the work they're doing. "The challenges I encounter every day running a business and operating a business are incredibly fulfilling, and totally terrifying and really awesome," she continued at the business event. "It's been an amazing journey."

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