Goop, Academy Award winner Gwyneth Paltrow's lifestyle brand has come a long way since launching in 2008 as a weekly e-newsletter.
Since 2017, Goop has also been active in the vitamin and supplements market. Over the weekend, Goop launched a new supplement intended for women's sexual health.
Intended to "support women's sexual desire, arousal and mood", the supplement goes simply by DTF, an acronym for "down to f*ck."
The Shakespeare in Love star announced the launch of the bottled aphrodisiac on her Instagram page.
"Everyday stress and anxiety, hormonal changes, exhaustion, age...these can impact our libido and sexual health."
"So yes, we (with our science and research team) created a supplement that REALLY helps, and yes, we called it DTF. Because, you know, we're @goop."
While Paltrow made a point of stressing DTF was made in consultation with Goop's science and research team, one thing she did not stress was DTF has yet to be approved by the United States Food and Drug Administration.
Though a disclaimer was posted on Goop's website.
"The website's statements have not been evaluated by the [US] Food and Drug Administration. Nor is the product intended to diagnose, treat, cure, or prevent any disease."
Indeed, Goop has come under fire for many of their products, frequently referred to as "snake oils" which offer no medical help, and might even cause harm.
This includes a notorious instance when Goop sold stickers known as Body Vibes, selling at $60 for a 10-pack.
These costly stickers were intended to rebalance bodily energy and claimed to have used "conductive carbon material" found in NASA space suits, something NASA quickly debunked.
Medical experts are once again raising eyebrows at Goop's newest supplement, with Dr. Shalini Andrews of the British Association of Sexual Health & HIV quickly pointing out there has yet to be a supplement which has been scientifically proven to aid in women's sexual energy.
Dr. Andrews also stated anything which does obstruct a woman's sexual health is likely biological or psychological and their best bet for improvement would be seeing a medical professional, not taking a supplement.
Experienced sex and relationship therapist Jessica Leoni, who did commend Goop for bringing attention to the issue, was equally dubious about DTF's merits, as well as the $55 price tag, claiming there are "cheaper and more effective ways" for women to increase their sex drive.
"Start by communicating better with your partner, shaking up your sexual routine and looking at news ways to add fresh impetus to your physical stimulation"
"And if you are looking for an immediate adrenalin rush, a scientifically proven natural high, I would suggest going for a run."
Perhaps aware their launch would be greeted by a number of raised eyebrows, Goop subsequently posted all of DTF's vegan and plant based ingredients, as well as the specific supposed benefits each ingredient would reap.
If the medical community is less than convinced by DTF's supposed merits, a number of Paltrow's celebrity friends seemed to be ready and eager in the comments section, including Tracy Anderson, Paris Hilton and Jennifer Grey.
A few prospective customers, however, expressed their doubts at the uncertified sex-booster.
With Goop's history of legal troubles over false marketing, Paltrow and Goop better hope for some very satisfied customers.