Is Goop really selling $120 luxury diapers?

Goop for your baby’s poop?

When Gwyneth Paltrow’s luxury wellness brand announced it was launching “The Diapér” on Wednesday — a “new disposable diaper lined with virgin alpaca wool and fastened with amber gemstones, known for their ancient emotional-cleansing properties” priced at $120 for a 12-pack — folks were dismayed but not surprised.

After all, this is the same company that brought us a $75 vagina-scented candle, a 24k-gold sex toy and “ridiculous but awesome” gift guideswith suggestionscosting up to six figures.

“Is this a SNL skit,” one person commented on Instagram, while another asked, “Is it April fools day?”

Gwyneth Paltrow is making a statement with her latest Goop launch.
goop/Instagram

“Folks can’t afford gas, inflation crippling budgets for basic necessities, and a baby formula shortage ongoing. Way to read the room @goop,” a third wrote.

“The Diapér” is lined with virgin alpaca wool and fastened with amber gemstones.
goop/Instagram

But on Wednesday night, the famously bougie brand has revealed in a press release that only one box of the precious diapers exist, “because they’re not really for sale.”

Goop wanted “to start a conversation about how much diapers cost,” sharing, “Despite the absolute necessity of diapers, in 33 states, they aren’t treated as an essential item. They’re taxed as a luxury good. Depending on the state, this sales tax can add between 1.5 percent and 7 percent to their cost.”

The “launch” was actually a PR stunt to draw attention to the injustice of the diaper tax.
goop/Instagram

The faux Goop diapers were priced at $120, because that’s how much the diaper tax could cost families yearly. 

“There was a lot of outrage,” Paltrow, 49, said in an Instagram video. “Good. It was designed to piss us off, because if treating diapers like a luxury makes you mad, so should taxing them like a luxury.”

Goop is partnering with Baby2Baby to push for a change in the diaper tax, with donations to the org also helping those affected by the formula shortage and other family issues.