Gwyneth Paltrow on the Hunt For the Next Outrageous Goop Creation That Will Break the Internet (Exclusive)

Gwyneth Paltrow sent the Internet into an absolute tizzy in 2020 when she released a candle called This Smells Like My Vagina on Goop.com. The obscenely-scented torch cost $75 and sold out within hours!

Can the lifestyle guru, 53, recreate its success? She certainly hopes so.

In a desperate bid to turn her struggling wellness company around, Paltrow is looking to push the envelope with some more vulgar marketing ideas, Star has learned.

“For all her posh, private school upbringing, Gwyneth knows the value in shock humor and appealing to the masses,” says a source. “She needs another viral moment like the infamous ‘vagina candle’ but she loathes the idea of repeating herself.”

Goop has already capitalized on its success with several spinoff scents, including This Smells Like My Orgasm, This Smells Like My Prenup and This Smells Like My Pooshy, a collaboration with Kourtney Kardashian’s wellness brand Poosh.

That’s why the Oscar-winning actress turned to husband Brad Falchuk for help.

“Two heads are better than one,” notes the source. “It’s becoming a family project between Gwyneth and Brad to actually top that success from five years ago with another product concept that stops people in their tracks and gets everybody talking and writing articles.”

However, there are some lines the TV producer, 54, just isn’t willing to cross, the source adds, no matter how much money it could make them.

“Brad’s not going to let Gwyneth come out with a line of edible panties or anything ridiculous like that,” says the source. “He won’t let her humiliate herself. If Gwyneth is going to take Goop to the next level, she’s going to have to walk a fine line between good taste and sensational, grabby products.”