While Gwyneth Paltrow is largely associated with Goop and its questionable products these days, she’s still an actress. And she definitely gave a performance in an ad for a probiotic company, which is now getting memed.
The ad is for Seed, a probiotic company that’s gotten popular on TikTok, thanks in part to influencers promoting it. Paltrow first appears to suck on the “24-strain” probiotic, but does not take it, then claims it’s “so good for bloating and regularity,” as her son Moses loudly steams milk in the background.
“She really said I’m gonna get paid either way. They get one take,” said a commenter.
Was this alleged one-take, don’t-give-a-fuck delivery a conscious choice on Seed’s part, knowing that the internet loves mess? Did they ask Paltrow for some relatable content? We reached out to Seed for comment, but apparently the company is pushing the ad hard on TikTok, and people are helping promote it by memeing and reacting to it.
@thejoshperson how much do you think they paid for this 😭😭😭 #fyp #goop ♬ original sound – thejoshperson
@kaicameronisacelebrity Not now, MOSES! Mommy is making spon-con #gwynethpaltrow #gwynethpaltrowedit #celebritynews #popculture #celebrityinterview #parody #impression #comedy ♬ original sound – Kai Cameron
Seed also has detractors, and the virality of Paltrow’s video is bringing up some older TikToks about the company and claims about what probiotics actually do. The probiotic industry is a big one, and it’s largely geared toward women, but the de-influencing movement on TikTok has taken aim at pricey digestive products that claim to improve gut health.
@millennialnutritionist Jsut trying to make my morning pre-biotic scramble #seed #fortworthnutritionist #dietitian #nutritioncoach ♬ original sound – The Millennial Nutritionist
Update 4:49pm CT, Aug. 30: A Seed representative told the Daily Dot that Paltrow “was not paid for the ad, she is a supportive investor who has been using DS-01 since the product first launched.”