Eat sex dust for breakfast to boost libido, urinate in the shower to improve pelvic floor muscles and steam your lady bits — that’s the advice for women from Gwyneth Paltrow’s lifestyle platform Goop.

The 45-year-old actress-turned lifestyle guru and her wellness brand have been mocked for giving outlandish health information that’s been ridiculed by doctors and media alike, but despite major backlash, it’s still thriving with a loyal, kimchi smoothie drinking fanbase.

“Whenever we do content around women’s reproductive health, it’s very triggering to people. We start conversations,” Elise Loehnen, chief content officer at Goop, tells Moneyish. “We go into it knowing this is going to excite people. It took a second to get used to. We take it all in stride.”

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Paltrow launched Goop in 2008 as a weekly emailed newsletter with recipes, health tips and travel bits. Nearly a decade later, it transformed into an internationally-recognized wellness empire with e-commerce, pop-up shops and a print magazine. Goop also joined the online vitamin business, a $36.7 billion dietary supplements industry in the US. The Oscar-award winning actress debuted the brand’s first wellness summit, In Goop Health, in Los Angeles earlier this year, and will host a second one in New York City in January, featuring speakers like Drew Barrymore and Chelsea Handler. Those inclined to spend the day with Paltrow and her pals can expect to pay between $650 and $2,000 for Goop-approved activities like spa experiences and Ayurvedic treatments.

Running an empire like Goop takes a lot of fierce females. When asked if a man could do her job, Loehnen is doubtful.

“Honestly, I mean probably not. I think there’s something about being a woman that is important [to the role] — I can’t imagine a guy doing my job,” she says.

Loehnen believes the primarily female leadership at Goop has allowed for an optimal work-life balance. Employees get unlimited vacation, and are encouraged to take mental health days, a subject that will be discussed at the upcoming New York summit.

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“When a company wants to be really preserprictive about how you spend your time, and where you spend, it it doesn’t work for moms,” says Loehnen.

“Gwyneth established a culture where having kids is part of our identity. She’s the first person to be like ‘I’ve got to peace out’ — someone has a basketball game or parent teacher conference.”

A day at the Goop office may consist of trying a recipe for sex bark, walking around barefoot to cure insomnia and depression or addressing a full-body yeast infection.

“A lot of what we do is rooted in being a woman. We’re our reader,” says Loehnen.

The site has been criticized for endorsing some eyebrow raising products, like a $1,500 gold vibrator, $30 Psychic Vampire Repellent and $66 jade eggs, a solid object the size of a golf ball meant to be inserted into the vagina for “hormonal balance, and feminine energy in general,” according to the site. A California gynecologist called the idea “the biggest load of garbage” she’s read on Goop since vaginal steaming arguing that it can mess with good bacteria. Still, the product sold out, and Paltrow defended the credibility of her site, pushing back at the San Francisco-based gyno with the post “Uncensored: A Word from our Doctors.”

“She operates from a place of fearlessness and being brave and standing up for what she believes in, so she coaches us to do the same,” says Loehnen. “At the end of the day, we really only sell products that we absolutely believe in and that we try.”