Goop promoted her as one of ‘our doctors.’ But Dr. Aviva Romm is concerned the site is becoming a caricature

Gwyneth Paltrow's wellness site, Goop, calls Dr. Aviva Romm one of "our doctors." But Romm says it needs medical review to avoid becoming a caricature.

The headline on Gwyneth Paltrow’s wellness site, Goop, looked straightforward enough: “Uncensored: A word from our doctors.”

It featured a defense of the alternative medical practices that Goop has promoted, such as tucking a jade egg in the vagina to enhance sexual pleasure. An attack on an OB-GYN who has publicly slammed Goop’s advice. And then, open letters from two doctors who have written for Goop in the past.

But one of those physicians, Dr. Aviva Romm, told STAT that she doesn’t see herself as Goop’s doctor at all. She hasn’t read most of the content on the site (which promotes things like goat’s milk cleanses, energy healing stickers, and “brain dust” to “align you with the mighty cosmic flow”). She can’t give it a scientific stamp of approval. And she’s wary of anyone who automatically endorses products or therapies simply because they’re branded as “natural.”

In fact, she said she’s advised Goop that if it wants to

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