The star's lifestyle brand, Goop, shared a pic to their Instagram of a nature loving woman and people were quick to point out the striking similarity to Paltrow.
The woman appears to be as tall and slender as Gwyneth, but without a view of her face it is hard to tell.
Some fans straight up asked what the deal was in the comments.
"Is this Gwyneth?" One fan asked, while another questioned, "Wtf is that pic?"
Other fans did not appreciate the photo, regardless of who the model may be.
"Goop you get this wrong so often," a follower commented. "Your insta posts are millennial white girls and now this unrealistic body image. For claiming to be about empowering women you need a reality check and get real. Please."