Gwyneth Paltrow‘s lifestyle and wellness brand Goop has made a name for itself introducing the masses to the far, unresearched corners of the natural beauty industry, including controversially advising women to steam their vaginas, get their faces stung by bees, and stick jade eggs up those freshly-fumigated yonis. But the actress’s latest endorsement just might be her most surprising and hotly-contested decision since launching a candle that smells like her own orgasm.
Paltrow announced on Instagram on Thursday that she’s partnering with Xeomin, an anti-wrinkle injectable for frown lines, for her first-ever medical aesthetics campaign. “Dealing with aging is a multi-layered experience,” the actress wrote alongside a smiling selfie. “I take good care of my skin, hydrate and exercise, but sometimes a girl needs a little extra help. I was excited to try @xeominaesthetic (incobotulinumtoxinA) for my frown lines, it’s a uniquely purified anti-wrinkle injection that does not contain any unnecessary proteins. I am a big fan.”
She added via a press release announcing the partnership, “For me, beauty is about deepening happiness versus trying to chase youth. And it’s no secret that I’m an open book when it comes to trying new beauty regimens, but I want to know what’s in a product before putting anything into my body.”
While this move may not seem very Goop-like, it’s actually quite on-brand for Paltrow who told Harper’s Bazaar in 2013 that when it comes to her appearance, “I’ve probably tried everything…I’ll try anything. Except I won’t do Botox again, because I looked crazy. I looked like Joan Rivers!” In April, the Goop guru also ruminated on what she’s learned about beauty over the years, telling People, “The more you know yourself and accept yourself, the more you accept who you are and what you look like wholeheartedly.”
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