Gwyneth Paltrow and Goop in trouble over vaginal eggs

Gwyneth Paltrow's lifestyle brand Goop has come under fire again for making claims about a product's health benefits without scientific research. Photo / Getty Images

Gwyneth Paltrow's lifestyle company Goop has agreed to pay $145,000 in civil fines, and give refunds to some customers, over unproven claims about the power of its vaginal eggs.

Goop had claimed the Jade Egg, and the Rose Quartz Egg, could "balance hormones, regulate menstrual cycles, prevent uterine prolapse, and increase bladder control," the Orange County District Attorney's office in California said.

The company, which is based in Santa Monica, California, was challenged over the claims by the California Food, Drug and Medical Device Task Force, which comprises lawyers from 10 counties in the state.

It was accused of making claims that were not based on scientific evidence.

The eggs are available on Goop's website for $US66. Photo / Goop

The case also involved Goop's Inner Judge Flower Essence Blend, an oil which sells for $22, and was said to "help prevent 'shame spirals' downward toward depressive states".

Goop settled the case four days after it was brought.

In a statement the company said it was not admitting doing anything wrong, and had received no complaints about the products from customers.

It said there was an "honest disagreement" and it wanted to settle the case quickly.

A spokesman said: "This settlement does not indicate any liability on Goop's part. While the company has not received any complaints regarding these product claims, it is happy to fully refund any Goop customer who has purchased any of the challenged products."

Its website currently claims the eggs, which sell for between $55 and $66, can "cultivate sexual energy, clear chi pathways in the body, and invigorate life force".

Tony Rackauckas, a lawyer for Orange County, California, said: "It's important to hold companies accountable for unsubstantiated claims, especially when the claims have the potential to affect women's health."

According to the settlement Goop must not advertise claims about its products which are not backed by scientific evidence.

Goop began as a newsletter produced by Paltrow for her friends, and has grown into a $250 million business.

A description of the Jade Egg on the website reads: "This nephrite jade stone helps connect the second chakra (the heart) and yoni for optimal self-love and well being."

Earlier this year, Paltrow said Goop would be hiring a lawyer to examine all claims on its website, and a full-time fact checker.