For many, many reasons, Gwenyth Paltrow is an icon in both the celebrity and wellness worlds. Oscar-winning performance aside, her memorable Vagina Candle was, well, pretty out there (although a decent marketing ploy). Secondly, she’s on the record nonchalantly stating she consumes plain bone broth for lunch, which is undeniably abnormal. Thirdly, she’s overwhelmingly inaccessible, unapproachable, and oozes unabashed superiority.

These points, though, have allowed her health and wellness brand, Goop, to be an elusive goal for many and obsessively hated by others, creating a controversial line that makes as many headlines as it does dollars. The brand is worth $250 million, demonstrating that a brand riddled with controversy can be worth plenty.