Goop had a very different start-up model to how Meghan appears to be launching. It started out as a weekly newsletter, it was about four or five years before they started selling products online, by then it was very well known and well established as a wellness brand, albeit a controversial one.
Thats a good question about Better Up, I wonder if Harry still 'works' for them, I think they laid off a lot of employees at one point, and there were lots of complaints about working conditions and gripes about Harry.