Gwyneth Paltrow has once again set her sights on a new celebrity rivalry, and this time, Meghan Markle is in the crosshairs.
It’s not just that Gwyneth is steering clear of Meghan’s latest lifestyle brand, As Ever—she’s practically tossing it aside, much like one might do with an overhyped jar of jam. Yes, the same jam Meghan sent to Hollywood’s elite as a promotional gift. After stepping away from royal life, Meghan launched As Ever, seemingly hoping to carve out a space in the crowded wellness and lifestyle market. But if anyone expected Gwyneth to embrace her new venture with open arms, they were sorely mistaken. As the CEO of Goop, Paltrow hasn’t followed As Ever on Instagram, instead choosing to show support for the original As Ever NYC brand—an existing business Meghan may or may not have taken some creative inspiration from.
For those assuming this is just an insignificant social media snub, think again. The tension has been building for a while. Remember that exclusive Hamptons event where Gwyneth had the perfect opportunity to be seen with Meghan? Instead, she completely ignored her, opting not to share the spotlight with someone whose most notable accessory is a few centuries of royal baggage.
The real kicker came when Meghan, in an effort to appear more relatable, sent out her now-infamous jars of jam to select celebrities. While it was meant as a sweet gesture, Gwyneth was reportedly unimpressed. The jam didn’t fit into her meticulously crafted wellness routine, and if it wasn’t Goop-approved, it wasn’t making the cut. It likely ended up discarded along with leftover detox smoothies and overpriced candles promising the scent of an enchanted forest retreat.
So why the cold shoulder? Beyond the obvious brand competition between Goop and As Ever, Gwyneth isn’t about to hand Meghan an easy ticket into the elite world of self-care influencers. They’re vying for the same ultra-wealthy market, and for Paltrow, this isn’t just about a jar of jam—it’s about brand positioning. She has spent years cultivating her status as the ultimate wellness guru and has no patience for new rivals, especially ones whose aesthetic and messaging feel eerily familiar.
When Meghan first launched As Ever, the internet was quick to notice a striking resemblance to early Goop content. The promotional video? Unmistakably Goop-esque. The imagery? Meghan cooking, lemons artfully placed everywhere—a signature look Goop fans recognized immediately. One sharp-eyed observer even pointed out that it all seemed like a direct nod to an old Goop roasted chicken video. If it looks like Goop and sounds like Goop… well, is it just Goop 2.0?
And so, the battle continues. Gwyneth remains firmly on her wellness throne, effortlessly throwing shade with a side of kale chips, while Meghan works to sell joy in a jar—complete with a sprinkle of royal drama. For any new wellness brands hoping to break into this space, one thing is clear: competition is fierce, and getting past the reigning queen of holistic living won’t be easy. Good luck—you’re going to need it.
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