From Goop to ‘Gwynocide’: why is Gwyneth Paltrow starring in a luxury Israeli real estate ad? | Arwa Mahdawi

Paltrow went viral this week for her commercial for 51 Park – a building just miles from where Palestinians are being killed and displaced

Gwyneth Paltrow has built a wellness empire by encouraging people to put questionable things in their mouths and up their orifices.

Over the years the Goop founder has promoted parasite-busting https://www.statnews.com/2017/03/10/gwyneth-paltrow-goat-milk/">goat milk cleanses, urged women to stick https://www.theguardian.com/fashion/2023/oct/05/fashion-statement-goop-at-15-gwyneth-paltrow">$66 jade eggs into their vaginas, and waxed lyrical about the powerful benefits of https://www.womenshealthmag.com/health/a43325782/gwyneth-paltrow-rectal-ozone-therapy/">rectal ozone therapy.

Now, however, it seems that Paltrow’s brand is pivoting from colon cleansing to ethnic cleansing.

The actor and businessperson https://www.haaretz.com/israel-news/business/real-estate/2026-06-10/ty-article/.premium/gwyneth-paltrow-fronts-israeli-luxury-real-estate-project-draws-online-backlash/0000019e-b12d-dd6c-a3df-f16f5b350000">went viral this week for promoting a luxury real estate development in Israel.

Paltrow, who has been https://x.com/knicksrevenge/status/2064664469263815137?s=46&t=SBka1aEokA8gCvsOZskxAg">nicknamed “Gwynocide”, stars in a new commercial and marketing materials for https://www.51park.co.il/">51 Park, two 51-story towers in Herzliya, just north of Tel Aviv. (The ad was filmed in New York.) The towers boast a swimming pool, a pilates pool, a wine room and gym, among other luxuries.

It’s unclear how much they cost, but https://adarluxuryrealty.com/property/4-room-penthouse-herzliya-new-building/">similar apartments in the area have gone for millions.