Gwneth Paltrow's Goop concern
Gwyneth Paltrow worries she holds back Goop.
The 'Iron Man 3' actress launched the lifestyle newsletter in 2008 but hopes that people will eventually forget her association with the company so it can grow further.
She said: "In order to build the brand I want to build, its scalability is limited if I connect it to the band.
"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.
"More and more I would like it to be its own brand - my dream is that one day no one will remember that I had anything to do with it."
Gwyneth - who has children Apple, 12, and Moses, 10, with ex-husband Chris Martin - finds running her own business both "totally terrifying and really awesome".
Speaking at the 2016 Sage Summit in Chicago, she said: "There are so many challenges, just in terms of everything that had to learn and everything I didn't know - there was so much I didn't know I didn't know..
"The challenges I encounter every day running a business and operating a business are incredibly fulfilling, and totally terrifying and really awesome. So it's been an amazing journey."
Ventures on the site have included vaginal steaming, cupping, and surviving on a $29 food budget, and the 43-year-old actress enjoys "pushing boundaries" and causing controversy with their content.
She said: "We like to push boundaries, we like to move the needle, and we are not afraid to create some controversy once in a while."