The other day, as I walked with my partner through Notting Hill, we came across a shop which deserves to be visited just as an experience, or perhaps an education, for people not yet aware how extremely silly the 21st century can be.

We had heard strange and interesting things about Goop, an online store and blog run by the actress Gwyneth Paltrow, famed for its weird and often obviously ill-advised ‘remedies’ (vaginal steaming anyone?), but never knew it had a physical store.