Two hospitalized after explosion at Gwyneth Paltrow’s Goop store

Gwyneth Paltrows’ Goop store, located on Long Island, caught fire over the weekend. Reports say an explosion sent two men to the hospital.

Police responded to the scene after receiving a call about a “strange scent” according to reports from The East Hampton Star. Those questioned at the scene said rubbing alcohol had mixed with some candles causing a “large explosion and flames.”

“I’ve been doing this for 26 years and I’ve seen a lot, but nothing like this,” Sag Harbor Village Chief of Police Austin J. McGuire to People. “Thankfully there was a fire extinguisher at the location and they were able to extinguish the men, who were outside on a patio.”

One man suffered facial burns and the other suffered a large burn on his back and head. No one else was hurt during the explosion, a Goop representative told Insider.

Goop is a modern lifestyle brand created by Paltrow in 2008. With over eight million subscribers and a market value of $250 million, Goop is slowly becoming a multinational powerhouse in the lifestyle brand industry.

Goop got it’s name after Peter Arnell — a branding legend who works with major brands like PepsiCo, Gucci, Tina Tuner and Jay — told Paltrow his secret to online branding: the power of double Os. Paltrow put double Os in the middle of her own initials, thus creating Goop.