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Gwyneth Paltrow—the queen of “conscious uncoupling”—has already begun planning her latest mental separation, this time from her own lifestyle brand, Goop.

Speaking at the 2016 Sage Summit in Chicago last week, the Hollywood actress and bilingual helicopter parent spoke about the difficulty of expanding a brand associated with a very polarizing personality: herself. “In order to build the brand I want to build, its scalability is limited if I connect to it,” Paltrow said using near perfect marketing speak to openly admit that some people find her off-putting. “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.”

Paltrow originally launched Goop in 2008 as a weekly newsletter, but the company has since expanded to a mini-empire, with a staff of about 12 people offering lifestyle advice and product recommendations out of a converted barn in Los Angeles, all the while tacitly judging everything every other website would ever suggest or publish. It’s tough to imagine Goop without Gwyneth: It’d be like removing the site’s pretentious heart.

And yet, despite being born out of her very particular mind, she now thinks it’s probably time to let her little birdie spread its wings. “My dream is that one day no one will remember that I had anything to do with it,” she stated. We’ll see how that goes. Maybe you can take the Gwyneth out of Goop, but can you ever really take the Goop out of Gwyneth?