It鈥檚 hard to imagine Gwyneth Paltrow without GOOP and GOOP without Gwyneth Paltrow, but that鈥檚 exactly what the lifestyle website maven has planned. GOOP鈥檚 decorating ideas (perhaps from her luxe NYC apartment) and recipes (like her super expensive, moondust-filled morning smoothie) give us a peek into her fabulous existence and inspiration to incorporate her ideas into our own somewhat-more-modest lives. But now, in a move that we certainly didn鈥檛 see coming, Gwyneth Paltrow has announced that she intends to 鈥渟eparate鈥 herself from GOOP. Say it ain鈥檛 so, Gwyn!

Gwyneth Paltrow

After starting GOOP as a weekly eNewsletter back in 2008 and then expanding it to a full website, Gwyneth has built the brand up using her celebrity name and (sometimes brow-raising) advice on living your best life.

Describing the endeavor as 鈥渁n amazing journey鈥 while speaking at the 2016 Sage Summit in Chicago, the actress and mother of two told surprised attendees that her future plans for the brand aren鈥檛 exactly what anyone would have predicted.

Gwyneth Paltrow

鈥淚n order to build the brand I want to build, its scalability is limited if I connect to it,鈥 Gwyneth explained. 鈥淪o I always think: 鈥楬ow can I grow the brand? How can I separate myself from the brand?鈥 and I think its going to be more its own brand.鈥 Clarifying her intention, she added, 鈥淢y dream is that one day no one will remember that I had anything to do with it.鈥

It鈥檚 doubtful that anyone will ever fully forget that Gwyneth was behind GOOP, but this definitely makes us curious to see what鈥檚 in store for both the celeb and the brand.

What do you think about Gwyneth 鈥渟eparating鈥 from GOOP? Tweet us @BritandCo!

(h/t Guardian; photos via Cindy Ord, Slaven Vlasic/Getty)