Gwyneth Paltrow says running Goop can be a very challenging experience.

The 43-year-old actress admitted the lifestyle website is sometimes "totally excruciating" while discussing the early days of Goop in an interview with Lenny Letter.

"I don't know why I started it," Paltrow confessed.

"There have been many times over the years that I've been doing that, that I'm like, 'Why am I doing this? This is totally excruciating and unrewarding, and really painful, and everyone hates it and hates me.'"

"When I started, I was so earnest," she said.

"I had to learn as I went. You don't appeal to as broad of a range of people when you're that earnest. You have to be a little bit more savvy about how you communicate. It doesn't mean that I'm not still me."

The "Shakespeare in Love" star founded Goop in 2008 for herself and her friends, but quickly gained thousands of subscribers.

With popularity came criticism, both of the website and of Paltrow herself.

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"Everybody wants you in the caricature of you if you're a woman. You're supposed to be this and I'm supposed to be that," the star said.

"If you start to cast that off, if makes people very uncomfortable, especially if they're projecting a lot onto you and they identify with you."

"I was genuinely surprised at the vitriol. I mean, honestly, I sent this nothing issue from my kitchen that had a recipe," she recalled.

"It had nothing in it, and the New York Times wrote maybe a four-page article. It's unbelievable. The response was totally bananas."

Many perceived Paltrow and Goop as out of touch for featuring expensive and arguably impractical items, such as a "diamond ear jacket" for $2,260.

Paltrow previously insisted to CNN Money that she shares key similarities with the average woman.

"I'm incredibly close to the common woman in that I'm a woman and I'm a mother," she said in 2015. "We all are in a physical body with beating hearts, with compassion and love."

"We are all seekers, we all want questions, we all want fulfillment, we want to live our best lives," the star added.

"We want to be healthy and happy and squeeze the most that we can out of life. I think that's all women."