Goop's Gwyneth Paltrow sees the wellness industry moving in a key direction

The wellness industry is about to get more personal.

That's what actress-turned-entrepreneur Gwyneth Paltrow learned at the Goldman Sachs 10,000 Small Business Summit earlier this week. The Goop founder predicts that the wellness industry will focus more on personalization over the next 10 years. What that looks like, Paltrow says, could be anything from in-depth details about someone's microbiome to individual food allergy testing and greater improvements in wearable devices.

"I think we're becoming very intelligent as a species and realizing that there are certain things we need to do to have longevity," she says. "A lot of us have that as a [key performance indicator] and so I think you're going to see, as opposed to general ideas or fads, much more personalized terms."

While not an expert per se, Paltrow has become something of a market watcher since founding her Santa Monica, Calif.-based wellness and lifestyle company in 2008 According to her, people are better informed about their daily decision. do as they mine more data about themselves. The Goop founder says her Oura Ring (a fitness tracking ring that costs between $300 and $400) helps her sleep better and prepare for an earlier bedtime. Wearable devices such as Oura provide health information to users, which can help inform day-to-day health decision-making.

Of course, Paltrow's musings have already landed her in hot water. Goop once said that his bio-frequency healing stickers use the same conductive carbon material that NASA uses to line its space suits. NASA, however, rejected this claim, explaining that its spacesuits do not use any conductive carbon materials. And Paltrow forked out $145,000 in fines last year for unsubstantiated claims by the company about the purported health benefits of using jade eggs vaginally.

Paltrow took the time to address these controversies, saying that Goop is "not trying to be provocative for provocation's sake".

She says entrepreneurs need to be brave and question themselves, the way they think and not worry about what other people think.

"We have to do what we know is right and we have to take the risk, and that's how you create a business that has impact and is going to stand out from other businesses," she says. "The best companies take risks."