Martha Stewart has responded to Gwyneth Paltrow’s latest ad for Goop, one that promotes the company’s annual luxury gift guide and name-checks the original lifestyle queen.
“I was surprised that I was a part of her commercial and flattered that she wanted to take my call,” Stewart told Page Six. (Vanity Fair has reached out to the Goop camp for comment on the comment.)
Paltrow shared the winking advertisement last Thursday ahead of the holiday week. It’s a guide to Goop’s guide, if you will, shot like a behind-the-scenes video. The actor turned entrepreneur shows who’s getting what from the always interesting, sometimes controversial holiday gift guide.
And Stewart isn’t the only star whose name makes it into the spot. Drew Barrymore gets a vibrator, while Bella Hadid gets some jamón. Paltrow’s ex-fiancé, Brad Pitt, gets one of her Goop-branded skin care products (he recently made his own skin care line, and Paltrow previously offered him a little advice).
Cameron Diaz makes an in-person appearance too. She’s enjoying some cross-promotion and touting her Avaline wine.
At the end of the video, Paltrow answers her phone after getting in a car. The person on the other end of the call says, “Gwyneth, Martha Stewart’s on the line. It sounds urgent.”
“Guys, I gotta take this,” Paltrow says. Then she puts on red lipstick and drives away.
It’s pointed but not super sharp. Mostly, it’s all very PG, all very in Goop fun.
The Stewart-Paltrow history has been categorized as a feud in the past, though it’s not yet at the level that would get noticed by, say, Ryan Murphy. It’s one mainly comprised of sound bites delivered by the lifestyle mavens through the press because they get asked about each other in interviews.
In 2013, as Goop began to kick into high gear, Stewart started it all by telling Bloomberg TV, “Gwyneth, for example, has a book on the best-seller list. She must be doing something right. She’s a charming, pretty person who has a feeling for lifestyle. She wants to be a lifestyle arbiter. Fine. Good. I think I started this whole category of lifestyle.”
The next year Stewart told Net-a-Porter, “[Paltrow] just needs to be quiet. She’s a movie star. If she were confident in her acting, she wouldn’t be trying to be Martha Stewart.”
Then at a panel event some weeks later, Paltrow returned the quip, saying, “First of all, no one has ever said anything bad about me before, so I’m shocked and devastated. I’ll try to recover.” And then she added, “If I’m really honest, I am so psyched that she sees us as competition. Like, I’m so psyched. I really am.”
It’s sort of continued like that ever since. During a 2019 episode of Alex Rodriguez and Barstool Sports’ podcast, The Corp, Stewart said, “I don’t follow Goop. Sometimes I look at products that she’s selling. I wish every young entrepreneur well, and I hope that there are many, many, many different kinds of entrepreneurs—if they’re movie stars or hardworking women like I am, who are not movie stars. If they have a good idea, I want them to be able to succeed. So good luck, Gwyneth.”