It has been 13 years since Gwyneth Paltrow launched her quasi eponymous lifestyle brand from her kitchen counter in London, as the origin story goes. It’s hard to remember life before jade eggs, vaginal steaming and candles that smell like one’s personal business. I can confidently say that a good many of my female friends follow the site and/or receive the newsletters and/or are frequent flyers on the online shop, and, yet, few will wholeheartedly admit it or embrace it. It remains for many a dirty little (but much relied upon) secret. Why is that?
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