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When Barbara Close founded her holistic health beauty company Naturopathica back in 1995, goop was considered slime, charcoal was for the grill and cannabis was for 4/20.

“When I opened Naturopathica, ‘wellness’ was seen as a luxury for those who had the time and resources to be discerning about ingredients and self-care,” says Close. Now, wellness — the squishy term given to nearly everything beauty, nutrition and lifestyle-related — is everywhere. Gwyneth Paltrow’s Goop empire is valued at $250 million, meditation apps hover near the top of the App Store’s most popular charts, and both new brands and legacy brands are clinging to the feeling that the good life is the healthy, sustainable and mindful life.

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