Gwyneth Paltrow's Commercial Cameo During the Super Bowl Is a Big Win for Vulvas

It's not just an Uber Eats commercial; it's a small step towards oral sex equality.

goop vagina candle commercial
Photo: Getty Images

Whether you tuned in for the whole Super Bowl or are one of those people who, "just watch it for the commercials," then you probably noticed the Uber Eats commercial and the handful of celebrities eating things that, at least in most cultures, aren't considered food.

But the bag says Uber Eats, so you can "eats it?" questions Jennifer Coolidge while holding a box of aluminum foil which, thankfully, she didn't try to consume. (That can't be easy going down, at least not without a little olive oil and sea salt?)

In addition to Coolidge bringing her comical charm to the commercial and watching Cousin Greg (Nicholas Braun) from Succession down a bottle of dish soap, the highlight was Gwyneth Paltrow eating her vagina.

Well, not technically going to town on her vulva and vag, but rather her infamous candle, "This Smells Like My Vagina."

Although her thumb conveniently covers up the "gina" part of the word vagina, you don't have to be a hardcore Goop fan to know what was going on. Oh, and in case you missed the commercial and were wondering what the hell a candle with such a name tastes like, Paltrow let us know: "This candle tastes funny," she says. "Not bad, but funny." I feel the same way about wasabi, so she sold me on it.

Naturally, as is always the case when anyone takes a bite out of a candle that supposedly smells like their own vagina, Twitter went wild — at least for those in the know.

Then there were others, however, who didn't get the joke and just assumed it was a "regular" candle and not the candle that sparked a collective "WTF" in January 2020 when it was released.

The name of the Goop X Heretic candle apparently started as a joke when perfumer Douglas Little and Paltrow were working together to find scents for upcoming candles. It was to one scent in particular that had Paltrow responded with, "Uhhh… this smells like my vagina," according to People.

Not only did the whole situation go viral at record speed — vagina-smelling candles tend to do that — but during a test run for it, it sold out in just a few hours. Do that many people want to know what Paltrow's vagina smells like? Or is it more about having a candle with such a name on your coffee table to give certain visitors a reason to clutch their pearls? Honestly, I'm going with both — especially as someone who bought the candle for her mother on her birthday. Hey, my mom loves scented candles. (

For those wondering why Paltrow, an A-lister with an Oscar under her belt and other award nominations for her work, would appear in — gasp! — a commercial, there's two things worth noting: first, Goop has a new partnership with Uber Eats and second, it's a commercial for the Super Bowl. If you were keeping tabs on the major celebrities popping up in the commercials last night, you would have noticed Salma Hayek, Seth Rogan, Paul "The Ageless Wonder" Rudd, and Emmy Award winners Zendaya and Hannah Waddingham — just to name a few. If A-listers are going to be in a commercial, they're going to go big and there's no bigger time for commercials than during the Super Bowl. (Even 30-second ads went for a cool $6.5 million this year.)

But, if you really want to dig deeper into why Paltrow chose this candle of all Goop's candles (or other buzz-worthy products) to eat in the ad, you may perhaps look at it as trying to help dispel the shame that too many vulva-owners feel about their body — while also being comical, of course.

"I think women, a lot of us, have grown up feeling certain degrees of shame around our body or whatever," Paltrow explained on Late Night with Seth Meyers back in January 2020. "So this is a little bit of a subversive candle for all of us out there." (She also called the name a "little bit punk rock" in the same interview, which leads me — and probably many others — to believe she's never really listened to punk rock. But that's beside the point.)

Even better, maybe what the collective audience can take from this is that eating vaginas should be heavily on the menu in 2022. Studies have found time and again that those with penises get more oral sex than those with vulvas and, frankly, that's some hardcore B.S. — especially because, as Sex and the City's Samantha Jones so eloquently put it, when it comes to blow jobs, "Honey, they don't call it a job for nothing." This might feel like a bit of a stretch considering it's a one-minute commercial for food delivery, but yo, it's time to bring cunnilingus to the forefront. (And, truly, every little bit counts when it comes to reducing the shame around sex.)

As much as we can all get a kick out of Paltrow dining on her own vagina-scented candle, which according to Goop's site, is a "funny, gorgeous, sexy, and beautifully unexpected scent… made with geranium, citrusy bergamot, and cedar absolutes juxtaposed with Damask rose and ambrette seed," it's important to remember that vaginas aren't supposed to smell (or taste) like candles. Vaginas smell like (you've heard it before!) vaginas.

Conclusion? Thank you, Gwyneth, for chomping down on your vagina-scented candle. In those few seconds, you took one small step for Goop, but one giant leap for vulvas everywhere.

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