Now Goop is promoting butt sex toys for women...experts warn Gwyneth Paltrow's site is putting them at risk of nasty infections and INCONTINENCE

Goop, the wellness brand founded by Gwenyth Paltrow, has ventured into the sex toy business.

The brand, which has made headlines for promoting misleading health claims and 'useless' products with high price tag, sells a collection of 'sexual wellness' products - such as vibrators, lubricants, supplements and other toys that cost up to $250.

And the website's blog, which often features no holds barred articles about sexual health and pleasure, has now begun offering advisory information on intimate toys. 

The most recent article concerns a sex device that's mostly associated with men: butt plugs.

The piece, which features advice from 'holistic sexuality teacher' Sheri Winston, claims that the toys - which are placed inside the back passage during sex -  stimulate three specific nerves that trigger a deeper orgasm. 

Anal sex is becoming more popular for both men and women. However, health experts warn that women are more prone to incontinence and infections than men due to anatomy, hormones, and childbirth

However, a 2015 study of 1,700 men and women by researchers at Indiana University and the University of Texas found two-thirds of women reported pain during anal sex, compared to a third with vaginal sex. 

The study authors noted that pain during anal sex tended to be 'moderate or severe pain (for the women) and of mixed duration.'

Winston also claims butt plugs are a useful method for introducing women to anal sex, which is an increasingly popular sex act for American and British women. 

The Ditto+ (left) and the Neighbor (right) are two of the butt plugs Goop sells that are marketed toward women

However, experts warn that encouraging the sexual act and promoting the use of toys such as butt plugs could be putting women at risk of lasting health issues, including bleeding, tearing, and incontinence.

Women's health specialists have flagged the 'less robust' nature of the female anal sphincter - which makes it especially vulnerable to serious injury.  

Dr Michael Green, OBGYN and chief medical officer at menopause care center Winona, told DailyMail.com: 'Improper or excessive use, as well as using a plug that is too large, could potentially lead to issues such as damage to the anal sphincter muscles, irritation of the rectal tissues, or incontinence.'

Gwenyth Paltrow's Goop claims that butt plugs activate certain nerves that send pleasure signals to women's brains, although experts say there are serious risks to consider

Dr Green's warnings follow a major UK review published last year in the British Medical Journal, which raised the alarm about the increase in injuries related to anal sex among young women.

In the US, the proportion of people engaging in anal sex has risen from 31 percent in 2001 to 40 percent in 2022, according to research firm Statista.

The colorectal surgeons, from Sheffield Teaching Hospitals NHS Foundation Trust, wrote that women's sphincters are shorter, and their anal canals can sustain less pressure than a man's, which makes the damage 'more consequential.'

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The female anatomy is more vulnerable to damage of the pelvic nerve that may happen through impack - making it more difficult for the nerve to detect when you need to use the bathroom.  Without that urge, you're more likely to experience fecal incontinence. 

A 2016 study surveyed more than 4,000 adults ages 20 to 69 and found that 37 percent of women engaged in anal sex compared to 4.5 percent of men. 

Additionally, a study published in the American Journal of Gastroenterology of 6,150 adults found that women who had anal sex were 50 percent more likely to experience a monthly period of fecal compared to their peers who didn't engage in it.  

Women who have given birth are also already prone to incontinence because childbirth stretches out the pelvic floor and weakens bladder muscles and the anal sphincter, so anal sex can increase that risk even more.  

For example, an estimated one in five women will develop fecal incontinence within the first five years of a vaginal birth. 

Dr Green said that anal sex doesn't have to be strictly off-limits for women, as long as you start slow. 'It requires a slow introduction and gradual training process for the safest outcomes and minimal side effects,' he said.