Gwyneth Paltrow has once again found herself in the spotlight of celebrity rivalries, and this time, her target is none other than Meghan Markle. The Goop CEO isn’t just ignoring Meghan’s latest lifestyle brand, As Ever—she’s practically tossing it in the trash, much like one might do with the overhyped jars of jam Meghan sent out to Hollywood’s elite as a promotional gift.
Meghan Markle launched As Ever after stepping away from her royal duties, aiming to carve out a niche in the competitive world of lifestyle brands. But Gwyneth, the queen of wellness and self-care, isn’t having it. While Meghan’s brand has been making headlines, Gwyneth has yet to follow As Ever on Instagram. Instead, she’s been busy promoting the original As Ever NYC brand—a move that has fans speculating whether Meghan borrowed a little too much inspiration from the existing brand.
If you think this is just a petty Instagram snub, think again. The tension between these two has been building for a while. Remember that time at the Hamptons event? Of course, you do. Gwyneth reportedly ghosted Meghan when the two could have been photographed together. It seems Gwyneth wasn’t keen on sharing the spotlight with someone whose go-to accessory is a couple of hundred years of royal drama.
But the real cherry on top came when Meghan, in a bid to seem relatable, decided to send out jars of jam to select celebrities. While it was meant to be a sweet gesture, Gwyneth was not impressed. The jam didn’t make the cut in her meticulously curated wellness routine. She probably tossed it out with her leftover Goop smoothies and overpriced candles that smell like “candlelit forest baths” or whatever.
So, why the snub? Aside from the obvious brand rivalry between Goop and As Ever, Gwyneth isn’t about to give Meghan a free pass into the world of self-care influencers. Both women are vying for the same ultra-wealthy market, and Gwyneth has no intention of letting a new competitor—especially one who might have borrowed her vibe—steal her thunder.
When Meghan first unveiled her As Ever brand, there were some serious déjà vu moments. The promo video, with its Goop-esque aesthetic—Meghan cooking chicken, lemons everywhere—felt a little too familiar. Fans of Gwyneth’s brand were quick to notice the similarities. One fan pointed out, “She’s totally copying one of Gwyneth Paltrow’s early Goop videos—the roasted chicken one.” If it walks like Goop and talks like Goop, is it just Goop 2.0?
Now, here we are, watching Gwyneth Paltrow continue her reign as the queen of wellness, throwing shade with a side of kale chips, while Meghan Markle desperately tries to sell “joy in a jar” along with a dash of royal drama. It’s a match made in celebrity hell, and the competition is fierce.
For all the wellness brands out there trying to make a name for themselves in the same space, here’s a word of advice: good luck. You’re going to need it.
