Gwyneth Paltrow, 53, posed topless in a video posted to TikTok, telling her followers it was "sweater weather" as she modelled several pieces of knitwear, including items from her own luxury clothing line GWYN.
Paltrow won the Academy Award for Best Actress for her role in Shakespeare in Love in 1998, before going on to found Goop, a wellness and lifestyle brand, in 2008.
The actress filmed the clip at her home in Montecito, California, propping her phone inside her designer fridge before she suddenly appeared topless, with a strategically placed black bar covering her chest. Chomping on an apple, she showed off her figure wearing just a pair of white jeans.
The video comes weeks after Paltrow sent pulses racing in July when she posed naked in the shower to promote her latest Goop product, a $38 unisex shower gel.
In that video, shared to Instagram, Paltrow wore only a white towel after showering. "If I've been somewhere with a lot of people, and I need like a good scrub down body brush, sage myself, and then shower," she said.
"This body wash, we worked on for a long time. It was really important to me that it have like a very grounding, beautiful smell, black pepper and the ginger," she continued. "I wanted it to be unisex because my husband was asking for a shower gel as well that didn't dry his skin out."
A history of racy Goop promotions
Goop began as a wellness newsletter before growing into an e-commerce company selling beauty, skincare and lifestyle products, and Paltrow has long used revealing photoshoots and videos to promote it.
In 2017 she went topless while covered in mud for the cover of Goop's first print magazine. In 2022 she wore a nude bodysuit with a plunging neckline while lathering herself with Goop products in the shower, and the following year she posed topless while modelling loose-fitting jeans for a Goop sale.
The story behind her sell-out candle
Earlier this month, Paltrow explained how her sense of humor led to the creation of her sell-out "This Smells Like My Vagina" candle. She appeared on Benny Blanco's Friends Keep Secrets podcast, where she spoke to co-hosts Lil Dicky and Kristin Batalucco about the joke that inspired the product.
"I like things that smell kind of unusual," Paltrow said. "I like woodsy, leathery. Our first perfume is called Church; it's incensy."
She said she had been working with perfumer Douglas Little to find an "earthy" fragrance, sorting through ingredients including tomato leaves and seaweed. A remark she intended as a joke, she said, was taken seriously by Little, who thought it was a "brilliant" idea.
"So I have a very bawdy sense of humor, and nobody really knows that side of me," Paltrow said. "And I said to him, 'Well, this one smells like my vagina.' As a joke. So he thought I was serious, and made a candle called 'This Smells Like My Vagina,' and my team bought the candle."
Goop released the candle in 2020 in partnership with the company Heretic. It features citrusy bergamot, geranium, Damask rose, cedar absolutes and ambrette seed, and was priced at $75.
"I thought I was joking and, anyway, the rest is history," Paltrow said, adding: "It definitely did not smell like my vagina."
The candle sold out immediately when it launched, but Goop discontinued it after three years. "It became such a big thing that we actually stopped selling it because it was distracting people from what we were doing," Paltrow said.
