In Gwyneth Paltrow’s new Netflix series, The Goop Lab, the US actor explores a variety of wellness management approaches, from “energy healing” to psychedelic psychotherapy.

Goop has long been criticised for making unsubstantiated health claims and advancing pseudoscience, but the brand is incredibly popular. It was valued at over $US250 million ($370 million) in 2019.

The alternative health industry is worth $A4.1 billion in Australia alone — and projected to grow.

A key driver of the industry is increased health consciousness. With easier access to information, better health literacy and open minds, consumers are increasingly seeking alternatives to managing their well-being.