Gwyneth Paltrow’s Goop to pay for making unsubstantiated claims about vaginal Jade eggs

Goop, the lifestyle and e-commerce site started by Hollywood darling Gwyneth Paltrow, has settled a $125,000 lawsuit connected to false advertisements of a $66 vaginal Jade egg, which the company said balanced hormones, prevented uterine prolapse and more.

Scientists begged to differ. According to the lawsuit, filed with the Santa Clara County District Attorney, the “wellness empire sold a series of women’s health products whose advertised medical claims were not supported by competent and reliable science.”

“The health and money of Santa Clara County residents should never be put at risk by misleading advertising,” District Attorney Jeff Rosen said in a statement. “We will vigilantly protect consumers against companies that promise health benefits without the support of good science…or any science.”

Here’s what Goop had to say: “Goop provides a forum for practitioners to present their views and experiences with various products like the Jade egg. The law, though, sometimes views statements like this as advertising claims, which are subject to various legal requirements,” CFO Erica Moore said in a statement. “The Task Force assisted us in applying those laws to the content we published, and we appreciate their guidance in this matter as we move from a pioneer in this space to an established wellness authority.”

Among the false claims made by Goop were that the Jade and Rose Quartz egg-shaped stones were capable of balancing hormones, regulating menstrual cycles and increasing bladder control. None of those claims were substantiated.

The company is known for selling bizarre products with hefty price tags, including a $2,400 spirit-animal ring and 18k gold dumbbells priced at $125,000.

The good news is, if you were among the buyers of the falsely advertised Jade Egg, Goop is now willing to refund the full purchase.

Actress-turned-entrepreneur Gwyneth Paltrow has raised $82 million in venture capital funding for Goop to date from NEA, Lightspeed Venture Partners, Felix Capital and others.