The actress may have just stirred up more than eggs and biscuits. Following a seemingly casual kitchen video, the Hollywood star sparked speculation online, with some netizens convinced she was poking fun at Meghan Markle.

On March 23, Gwyneth Paltrow posted a casual morning routine clip on Instagram. Dressed in striped pajamas and wearing no makeup, she began the video by sipping from a mug and looking straight into the camera.

She then placed a tray of biscuits in the oven, performed a playful high kick, and kissed her dog before finishing off her breakfast with eggs and bacon.

She captioned the post, “My cleaner take on a classic breakfast: gluten-free buttermilk biscuits, not-so-perfectly cooked over-easy eggs, and crispy bacon #boyfriendbreakfast,” set to the upbeat tune “This Will Be (An Everlasting Love)” by Natalie Cole.

But some viewers didn’t just focus on her breakfast. A few were convinced Paltrow was poking fun at Meghan Markle’s new Netflix series, “With Love, Meghan,” which also features the duchess in the kitchen sharing recipes and lifestyle tips.

“I don’t know how to take this 😂 Is she mocking the fake royal Meghan Markle? The mug, the jam, the song 😂😂😂😂😭,” one person commented. However, another shared, “I dislike anyone who mocks someone else just for attention – makes her no better than anyone else. Including Meghan Markle.” A third added bluntly, “Desperate for attention.”

Others weighed in with their own interpretations, with some calling the post a clear attempt to be intentionally down-to-earth — pajamas, unstyled hair, no makeup, and all — while others were convinced Paltrow was purposefully mocking Markle.

The choice of music didn’t go unnoticed either, with commenters pointing to it as part of the alleged shade. One follower summed it up by suggesting, “Oh come on, she’s totally roasting her at this point.”

Despite the growing speculation online, Paltrow had actually spoken positively about Markle just days before sharing the video. In a March 18 interview with Vanity Fair, she said she had only met the Duchess of Sussex briefly and described her as “really lovely.”

The “Iron Man” actress added that although Markle and Prince Harry live nearby, she hadn’t gotten the opportunity to get to know the couple. With a touch of humor, she joked about possibly bringing them a pie if she could make it past their security team.

Paltrow also admitted she hadn’t seen the trailer for “With Love, Meghan” — a lifestyle-focused Netflix series centered on the Duchess of Sussex — but brushed off any idea of rivalry between their wellness ventures.

Instead, she welcomed Markle’s entrance into the lifestyle space. “I was raised to see other women as friends, not foes,” she shared, emphasizing that there’s plenty of room for everyone to try their hand at what interests them.

Reflecting on advice she received early in her career, Paltrow recalled her mother, Blythe Danner, reminding her that “another woman is never your competition” and that what’s meant for you will find its way to you.

In the same spirit, she noted that when certain women in the public eye become targets of criticism, she often feels a strong urge to support them.

That philosophy didn’t just guide Paltrow’s personal relationships — it also became a foundation for her professional journey, particularly in how she approached building her own brand.

In 2008, she launched Goop from her kitchen as a personal newsletter, sharing her favorite recommendations and discoveries.

“I always felt like I got the biggest buzz out of, ‘I have the answer to your question,'” she once said, recalling her early excitement about pointing friends to everything from wellness spots to reflexology clinics.

Since those humble beginnings, Goop has transformed into a wide-reaching lifestyle empire. As of 2023, the company had grown to a team of roughly 170 employees and expanded into a broad portfolio of offerings.

It included a newsletter, a popular podcast with over 100 million downloads, and Goop Beauty — its line of skincare and cosmetic products.

The brand also featured G. Label by Goop, a clothing collection known for its minimalist neutrals; Goop Wellness, which marketed supplements and sexual health products; several Netflix series; five brick-and-mortar stores; a California-based takeout chain called Goop Kitchen; an events series known as In Goop Health; and even a Goop-branded wellness cruise.

However, despite being deeply involved in the business, Paltrow acknowledged the public often views her as more of a figurehead than a hands-on operator. “I definitely operate the company, but I’ve never been a person to try to correct public opinion or a misconception,” she said.

The brand’s name itself is a nod to Paltrow’s initials with a couple of added O’s, based on advice she’d heard that successful tech companies often had double O’s in their names.

But with great success came a lightning rod for criticism. Some medical professionals and scientists dismissed certain products and practices promoted by the brand, accusing it of promoting pseudoscience.

In response, Paltrow pushed back, defending the value of alternative approaches rooted in non-Western traditions.

“Especially when we started, there were so many modalities and ways of achieving wellness that had no scientific backing but that have worked in India for thousands of years or worked in China,” she said, adding, “There’s nothing that we talk about that’s actually that wacky.”

In March 2025, she revealed that Goop was undergoing a broader brand refresh — something she had been contemplating for a while.

From inconsistencies in the beauty line’s packaging to a design language that no longer felt innovative, Paltrow wanted to bring the brand back to its roots with a cleaner, more unified identity.

“It was time to refresh everything and get back to the core of this beautiful, aspirational brand,” she explained, noting that she believes all companies benefit from the occasional reset. “Even a soft rebrand can help clarify your values and reconnect with your audience,” the actress noted.

While Gwyneth Paltrow continues to evolve her wellness empire, the Duchess of Sussex is carving out her own lane in the lifestyle space as well. Just weeks after launching her Netflix series “With Love, Meghan”, on March 4 the streaming platform confirmed that the show has been renewed for a second season.

Set to return this fall, the upcoming installment has already completed filming. The series offers a glimpse into the Duchess’s personal approach to everyday joy — from home cooking and entertaining to thoughtful living.

Across each episode, she welcomes viewers into warm, shared experiences with old friends and new, like preparing dishes with chef Roy Choi or laughing through kitchen mishaps with close companions.

Beyond the screen, Markle also introduced As Ever, her lifestyle brand. On February 18, she unveiled the project on Instagram, describing it as a heartfelt continuation of her passions.

“‘As ever’ means ‘as it’s always been,'” she explained, noting the brand is rooted in the same creative spirit she once shared through her blog The Tig.

According to its website, As Ever is “more than a brand — it’s a love language,” with curated products inspired by her love of cooking, entertaining, and finding beauty in everyday moments.

In an early March 2025 interview, the Duchess shared how supportive Prince Harry has been throughout her new endeavors. “My husband met me when I had The Tig, and I see this spark in his eye when he sees me doing the thing that I was doing when he first met me,” she said.

Calling it “almost like a honeymoon period again,” she added, “It’s just been fun. This is who I’ve always been.”

Despite the speculation surrounding Paltrow’s recent Instagram post, the actress and the Duchess of Sussex have continued to lean into their roots, using creativity and personal passion to shape their respective brands.

As they each expand their presence in the lifestyle space, their parallel journeys continue to spark both curiosity and conversation.