Gwyneth Paltrow, 53, drops towel in her raciest Goop ad yet

Gwyneth Paltrow put on a sultry display wearing only a towel as she appeared in a racy Goop ad this week.

The 53-year-old actress, who was recently mocked for wearing a lampshade in a bizarre campaign for the brand, teased an upcoming product in a short reel shared to Instagram on Thursday. 

The Iron Man star could be seen standing outdoors while surrounded by colorful flowers as she slowly turned away from the camera. 

Paltrow’s dampened blonde locks cascaded past her shoulders in natural waves as the sun shone down on her. 

The star was occupied with her phone when a white towel that was wrapped around her chest began to slip downwards. 

It kept falling towards her lower waist before the clip quickly cut to a closeup of the towel as the words ‘Goop Beauty’ appeared on the screen. 

Gwyneth Paltrow, 53, put on a sultry display wearing only a towel as she appeared in a racy Goop ad; seen in March in Hollywood 

The Iron Man star could be seen standing outdoors while surrounded by colorful flowers as she slowly turned away from the camera

The caption of the post read: ‘want to shower with us? the next addition to your daily ritual is dropping soon, from goop beauty.’

The Daily Mail has reached out to representatives for Paltrow for comment, but has yet to hear back.  

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Paltrow is no stranger to flaunting her figure when it comes to promoting her Goop brand, which was launched back in 2008. 

Back in 2017, she notably went topless as she covered herself in mud while posing on the cover of Goop’s first print magazine edition. 

Later in 2022, the Oscar winner donned a ɴuᴅᴇ bodysuit with a plunging neckline on the front as she lathered herself with Goop products in the shower.

And the following year, she also went topless while modeling loose-fitting jeans for a Goop sale at the time. 

During an interview with British Vogue last year, Paltrow gave insight into her fitness routine. 

She explained to the outlet that she aims to do a Tracy Anderson workout at least three days a week. 

Paltrow’s dampened blonde locks cascaded past her shoulders in natural waves as the sun shone down on her

The star was occupied with her phone when a white towel that was wrapped around her chest began to slip downwards

The caption of the post read: ‘want to shower with us? the next addition to your daily ritual is dropping soon, from goop beauty’

During an interview with British Vogue last year, Paltrow gave insight into her fitness routine. She explained to the outlet that she aims to do a Tracy Anderson workout at least three days a week; seen in March in L.A. 

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The Hollywood star also does a ‘heavy Pilates reformer thing twice a week, because my perimenopausal bones need to do heavy.’

Back in 2024, the mom-of-two discussed her diet while talking to Harper’s Bazaar. 

‘I went through a period of intermittent fasting. I still kind of do that, having a smoothie for breakfast at about 10am, or 9am if I have a busy day. I try to rest the digestion for a bit in the morning.’ 

She also explained that she mainly focuses on a paleo diet. 

Paltrow told the outlet that she is ‘mindful of making sure I have enough protein. I’m definitely not plant-based, although I eat a ton of veg[etables].’ 

Earlier this week, the actress posed with a silver lampshade on her head for a bizarre campaign for Goop’s furniture collaboration with Crate and Barrel spin-off, CB2. 

In another image, she ‘meditated’ atop a marble coffee table while barefoot wearing a $995 off-white linen blazer from her own clothing company, Gwyn. 

Paltrow told the outlet that she is ‘mindful of making sure I have enough protein. I’m definitely not plant-based, although I eat a ton of veg[etables]’

Earlier this week, the actress posed with a silver lampshade on her head for a bizarre campaign for Goop’s furniture collaboration with Crate and Barrel spin-off, CB2

The lampshade and the coffee table were not included in the Goop x CB2 collection, but customers can purchase the $899 ‘Gwyneth Ivory Boucle Swivel’ chair she perched upon for a third and final pH๏τo. 

‘In our view, beauty comes from individuality and refinement, and that’s what we infused into every detail of this collection,’ Paltrow said in a statement Monday.

‘These are heirloom pieces to treasure, inspired by modern Parisian apartments and mid-century Italian modernist furniture. We leaned into complex materiality – plaster, shearling, lacquer – for a collection that is as elegant and grown up as it is daring.’

Instagram users like @nicholas_obeid were perplexed over the Oscar winner’s new campaign, commenting: ‘Yikes.’ 

‘Why?’ Instagram user @dalia.ea asked. ‘Like actually, why?’ 

‘I wonder if she is for decorating the luxury apartments she was selling in Israel with CB2,’ Instagram user @taz.zzzzzzz_ wrote.

Paltrow received substantial backlash for starring in a commercial for 51 Park, a pair of 51-story residential towers, in Israel last month; seen in 2025 in NYC 

Paltrow received substantial backlash for starring in a commercial for 51 Park, a pair of 51-story residential towers, in Israel last month. 

Some believed the half-Jewish empty nester was tone deaf to promote luxury in Herzliya amid the IDF’s bombing of Lebanon, Iran and Gaza where there’s a full-blown humanitarian crisis. 

In May, the Influenced actress raised eyebrows when she reportedly laid off around 20 employees at her lifestyle company in favor of adopting automated, AI-driven workflows.

Paltrow will next executive produce and star in producer Stacey Sher and playwright Heidi Schreck’s adaptation of Belle Burden’s new bestseller Strangers: A Memoir of Marriage, which will stream on Netflix.