Lifestyle Beauty & Style Celebrity Skincare Gwyneth Paltrow Doubles Down on Goop's Mission: We ‘Never Set Out to Be Provocative’ Paltrow appeared on Thursday's episode of 'Hot Ones' and discussed her lifestyle brand By Gabrielle Rockson Gabrielle Rockson Gabrielle Rockson is a staff writer-reporter for PEOPLE. She joined PEOPLE in 2023 and covers entertainment and human interest stories. She's interviewed David Beckham, Zendaya, Timothée Chalamet and many others. Her previous work can be found in OK! Magazine, MyLondon, GRM Daily, and more. People Editorial Guidelines Published on March 22, 2024 05:34PM EDT Close Gwyneth Paltrow at t The 2023 Fashion Awards at the Royal Albert Hall, in London, on December 4, 2023. Photo: DANIEL LEAL/AFP via Getty Gwyneth Paltrow's lifestyle brand Goop is just here to make people's lives easier and happier. Paltrow, 51, appeared on Thursday's episode of YouTube series Hot Ones and was asked about her thoughts on the role of provocation when building a brand. An appropriate question considering some of the eyebrow-raising products her brand has been associated with. (Ahem, the vagina candle.) “It’s funny, we never really set out to be provocative,” Paltrow told host Sean Evans, 37. “We just wanted to talk about things that people weren’t talking about and things that we think should not be shrouded in shame.” “I think you can only change culture by being provocative whether you mean to or not,” the businesswoman continued. “We always say we believe that we’re a provocateur in the cause for good, so it’s not for its own sake but really to bring, like, more agency and individuality forward.” Never miss a story — sign up for PEOPLE's free daily newsletter to stay up-to-date on the best of what PEOPLE has to offer, from juicy celebrity news to compelling human interest stories. Gwyneth Paltrow Says Superhero Movies Can Lack Originality: 'You Can Only Make So Many Good Ones' Meanwhile, the Hot Ones episode also saw Paltrow talk Evans through a skincare routine — his first! She began by asking the host to start with good.clean.goop The Daily Juice Cleanser. “It smells awesome, it feels nice,” Evans said as he applied the cleanser to his face. Gwyneth Paltrow during Day Three of The MAKERS Conference 2024 The Beverly Hilton on February 29, 2024. Emma McIntyre/Getty Images Gwyneth Paltrow Recalls Kiefer Sutherland Being Her Babysitter: 'He Was Awesome' “You are much more handsome than when I got here,” Paltrow said with a smile before Evans turned to the vanity mirror and agreed. “You see what I’m saying? Hot Ones takes on a whole new meaning,” the Iron Man star joked. She instructed Evans to use the good.clean.goop The Fruit Facial Exfoliating Scrub. “So this is great for after makeup or if you’re feeling like your skin’s a little dull or tired,” Paltrow explained before advising Evans to wash the product off his face. The host was then advised to apply the good.clean.goop The Healthy Aging Serum to his face. “Okay, perfect, there you go. You can stop,” Paltrow said as Evans rubbed his face continuously. “Perfect.” “Look at you, wow, I’m not kidding, you look amazing,” the wellness guru said. “Do you even recognize me?,” Evans added with excitement before closing out the show, to which Paltrow replied with a smile, “No I don’t.”