30/07/2016 1:25 AM AEST | Updated 30/07/2016 1:32 AM AEST

Hold On To Your Moon Dust! Gwyneth Paltrow Wants To Distance Herself From Goop

Who will explain vaginal steaming to us now?

George Pimentel via Getty Images

What’s the first thing you think of when you hear the name Gwyneth Paltrow? A brief stint on “Glee?” The conscious uncoupling heard ‘round the world? No, of course not. 

It’s Goop. You think of dreamy, bougie, polarizing Goop.

Well, if Paltrow has her way, that might soon be a thing of the past. The lifestyle site’s famous HBIC reportedly feels that in order for her to grow her $15,000-sex-toy-hocking entity, it’s imperative that she step away from it

“In order to build the brand I want to build, its scalability is limited if I connect it to the brand,” she said to an audience at the 2016 Sage Summit in Chicago Wednesday, Computer Business Review reports. “So I always think, ‘How can I grow the brand? How can I separate myself from the brand? And I think it's going to be more its own brand.”

Cue 14 karat gold hearts shattering across the internet. Who will almost convince us to drop $200 on magical dust? Who will explain vaginal steaming? How will we know how to yawn

Cut our hearts out with a $72 scissor, why don’t you?!

Paltrow went on to explain that she hopes Goop will continue to be a champion, with or without her glowing celebrity endorsement. “My dream is that one day no one will remember that I had anything to do with it,” she said.

All this time we thought her dream was for the whole world to eat clean. Breathe in that purified air while you still can, people. These are trying times.