Goop started as a blog by Paltrow back in 2008. It is now a £250m business spanning stores, content and events and has an army of fans.

It’s just one of the host of brands which have built a cult following in recent years – from ‘spinning meets spoken affirmations’ exercise class SoulCycle to cosmetics empire Glossier and streetwear favourite Supreme.

Are cult brands becoming the new normal, and how can you build one that is sustainable, rather than a flash in the pan?