Gwyneth Paltrow claims that her teenage son is “proud” of her for selling vibrators via her Goop brand.

The actress-turned-lifestyle-guru, 49, made the revelation while appearing on The Ellen DeGeneres Show.

Explaining how the subject cropped up, she said 15-year-old Moses - whom she shares with ex-husband Chris Martin - told her that he was “really embarrassed for a minute that Goop sold vibrators.

“[But then] I realised no, this is great - you’re making people not feel embarrassed to buy something, and that’s great. You’re a feminist.”

Goops offerings range from $79 - $1,249 for a Kiki De Montparnasse “Gold wand” that’s wrapped in 24-karat gold.

The Shallow Hal star failed to mention however, what her son and 17-year-old daughter, Apple, thought about the sell out candle she was flogging that was meant to smell like her vagina.