Gwyneth Paltrow once claimed that vaginal steaming was one of the best things she had done for her health in years, sparking massive debate online. The practice, which involves sitting over a pot of steaming water infused with herbs like mugwort and wormwood, was promoted as a way to balance hormones, cleanse the uterus, and improve women’s wellness. While Gwyneth praised it as deeply rejuvenating—describing it on her lifestyle site Goop as a “golden ticket” for reproductive health—many doctors quickly pushed back, warning that there’s no scientific evidence to support the benefits and that it could even be harmful. The comment ignited a global conversation about celebrity wellness trends, misinformation, and how far people will go in the name of self-care.
The specific recommendation appeared in a 2015 issue of the Goop newsletter, where Paltrow endorsed the “V-Steam” treatment at Tikkun Holistic Spa in Santa Monica. She claimed that the combination of infrared heat and mugwort steam “cleanses your uterus, et al.” and provides an energetic release. This specific phrasing—”cleanses your uterus”—was the catalyst for the medical community’s outrage. Gynecologists, led most visibly by Dr. Jen Gunter, pointed out the anatomical impossibility of the claim. The cervix is a tightly closed barrier designed to keep things out of the uterus, not a chimney that allows steam to waft up and “scrub” the organ. Furthermore, they emphasized that the vagina is a “self-cleaning oven” maintained by a delicate balance of bacteria (lactobacilli), and introducing steam can disrupt this microbiome, encouraging the growth of yeast or bacteria that cause infections.
Beyond the biological ineffectiveness, experts highlighted serious safety risks. The skin of the vulva and vagina is extremely delicate and more susceptible to thermal injury than other parts of the body. Following Paltrow’s endorsement, medical journals began reporting case studies of women arriving at emergency rooms with second-degree burns on their genitals after attempting “Yoni Steaming” at home or in unregulated spas. One particularly harrowing report detailed a woman who suffered severe scalds and prolapse complications, underscoring that what is marketed as a gentle spa ritual involves boiling water near sensitive mucous membranes.
The controversy became a defining moment for the “wellness vs. science” cultural war. It highlighted the friction between ancient traditional practices—steaming has roots in traditional Korean (known as chai-yok), African, and Central American medicine—and modern evidence-based standards. Critics argued that Goop was guilty of “medicalizing” normal female anatomy, convincing women that their reproductive organs were “dirty” or “toxic” and required expensive interventions to be fixed. This pattern of making unsupported health claims eventually caught up with the brand; in 2018, Goop agreed to pay a $145,000 settlement to California prosecutors for misleading advertising regarding several products, including the claim that their Jade Eggs could balance hormones.
Despite the settlement and the universal condemnation from Western medicine, vaginal steaming remains a popular service in high-end holistic spas, largely due to the “Gwyneth Effect.” The incident proved the immense power of celebrity endorsement: even when refuted by science, the allure of an “ancient secret” shared by a movie star is often enough to persuade consumers to ignore their doctors. For better or worse, Paltrow changed the conversation around feminine hygiene, turning a niche traditional remedy into a viral, polarizing symbol of the luxury wellness industry.
