London: Actor Gwyneth Paltrow has defended her lifestyle brand Goop and said the criticism often aimed towards it are unfair.

The 44-year-old star founded the brand in 2008 and it began as a weekly newsletter giving healthy living advice and an insight to her own loves before expanding into an online portal with recommendations for all aspects of modern life for visitors.

Over the years, Goop has been lambasted for recommending controversy treatments and urging users to purchase costly products.

Paltrow is adamant that most of the criticism is unfounded and are knee-jerk reactions to headlines rather than constructive, reported Contactmusic.

Speaking on the Girlboss podcast, she said, "This is so deeply unfair and I wish that people would actually read the article or do their homework before they are vitriolic about it."

The Oscar winner said she felt like an imposter when she first launched her venture, but Goop was something she felt she needed to create because she was feeling burnt-out as an actor at the time.