The Wacky Candle Trend That’s Going Viral


By now everyone is familiar with the “This Smells Like My Vagina Candle,” curated by Gwyneth Paltrow and perfumer, Douglas Little. The infamous fragrance is available on along with a unique mix of health, wellness, fashion, and various other NSFW items. However, this prominent lifestyle brand now has direct competition. will soon hit the Internet with a bustling collection of articles and online shopping surrounding health, wellness, fashion and NSFW topics. Plus, it plans to launch a collection of wacky candle scents. Groundbreaking—yeah, not really.

It’s basically Goop with additional backing from celebs like Rihanna, Ariana Grande, Kim Kardashian, and Kylie Jenner, whose products will be available for purchase on the new site. Doop’s main goal? To squash Goop…and it’s definitely personal.

Not many know this, but Gwyneth is like a sister to me. Growing up, my family had a vacation house in the Hamptons down the street from the Paltrow villa. Gwyn would babysit my sister and me every summer—by the way, she makes the best vegan chocolate chip cookies. Okay, I digress.

Every 4th of July, our family and friends would watch the fireworks on the Paltrow yacht. Gwyn would sing the National Anthem for us, and I always remember seeing her step sister, Gilly Paltrow, look on enviously as everyone applauded. Maybe it was deep-seated jealousy that influenced Gilly to create Doop, with a mission to crush Goop.

Although my parents sold the house in the Hamptons (I’m still wondering why!), we keep in touch with the Paltrow family, so I felt comfortable reaching out to her about the competing company.

While she asked that I omit any direct quotes, I can tell you that Gwyn’s not too concerned that the world’s most followed influencers are backing the new brand. What scares her the most? The thought of Doop’s new candle offerings, which she says will definitely break the web.

When Doop launches in late April, it will unleash a slew of fragrances inspired by Goop’s candles. The star of the collection will be the “This Smells Like My Armpit Candle.” According to Doop’s recent press release, the fragrance mimics the smell of “lavender-scented deodorant applied to an unwashed armpit after an hour long cardio session.” So, it pretty much smells like floral B.O.

I reached out to Gilly for a comment on the copycat candle. She said, “If you’re referring to Goop’s This Smells Like My Vagina Candle, I’ve never heard of it. I’m starting the crazy candle scent trend and no one can take that away from me.” She continued, “There’s only room for one GP in this industry and it’s going to be me.”

If you’re interested in learning more about Doop before it launches, visit’

Happy April Fool’s Day! None of the above is real, especially the “This Smells Like My Armpit Candle” (thank goodness!). Check out some of our candles that actually smell nice.