Gwyneth Paltrow has hired one of Martha Stewart's old CEOs to run GOOP. Looks like it's going to be expensive for Paltrow. According to Fortune:

Gersh, a savvy media-industry executive with well over a decade of startup experience, left Stewart’s company early last year, after just six months at the helm, over disagreements with the veteran lifestyle guru about how to expand her business. At Goop, she’ll apply her strategic thinking about marrying content and commerce toward helping Paltrow compete with Stewart and build her own global lifestyle brand.

The question is, will GOOP survive?