Good Clean Love Alleges Goop is Using a Confusingly Similar Mark to Undermine Their Reputation

Gwyneth Paltrow’s lifestyle brand, Goop, is facing a trademark infringement lawsuit from Good Clean Love (GCL), a company specializing in female sexual health and hygiene products. GCL claims that Goop’s use of a similar trademark, specifically the “Good. Clean. Goop” mark, is causing confusion and threatens to overshadow GCL’s established brand.

The lawsuit, filed in the US District Court for the District of Oregon, alleges that Goop has been intentionally marketing products like The Pleasure Seeker Daily Chews under a confusingly similar mark to capitalize on GCL’s reputation in the sexual health industry. GCL, founded in 2003, claims it has spent over 20 years building its brand as a trusted provider of sexual wellness products, including those developed using its patented Bio-Match technology.

GCL’s legal complaint asserts that Goop’s products, which include harsh chemicals, are being marketed in a way that could confuse consumers and harm GCL’s goodwill. The smaller company argues that Goop’s substantial economic power is creating a “reverse confusion” where a larger brand overshadows a well-established, smaller competitor’s reputation.