Gwyneth Paltrow’s lifestyle website, Goop, has come under fire yet again, after an image of a blonde, nude woman was posted to the brand’s Instagram account.

Goop fans, who go to the site for advice on everything from wellness to shopping and travel recommendations, hit out at the brand due to the woman’s ribcage being on display.

Others were uncertain whether or not the woman in the snap is Gwyneth Paltrow herself or a model posing for the article.

READ MORE: Gwyneth Paltrow defends not living with husband Brad Falchuk full-time after advice from intimacy coach

“Her rib cage is showing,” one shocked fan wrote in the comment section, with another saying there’s “nothing appealing about her back”.

Another fan of the site claimed the photo of the unnamed woman is “such a superficial idealised image”.

Others commented saying they were confused as to whether the woman in the striking photo is the Iron Man actress and founder of the site, 46-year-old Gwyneth Paltrow.

“Gwyneth saluting her staff every morning,” one person commented.

“Is this Gwyneth,” another one of the site’s 1.1 million followers wrote.

READ MORE: In one of her most A-list moves yet, Gwyneth Paltrow once hired a ‘personal book curator’

While it’s still not clear if it is Gwyneth in the post, the photo was posted on the Goop Instagram page to promote an article written by Intuitive Energy Healer Dana Childs.

“We lie to ourselves for good and bad reasons, self-protection or self-sabotage (which are often one and the same). But why? Link in bio for @DanaChildsIntuitive full explanation on why listening to your body is the best thing you can do to rid yourself of your own biases,” the caption read.

Back in 2017, Gwyneth found herself in hot water after Goop promoted a $66 jade egg online, which the website claimed would help “increase vaginal muscle tone, hormonal balance, and feminine energy in general”.

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And in July, UK fans of the star hit out online after forking out over $8,000 for a Goop Health event.

Despite the hefty ticket price, some attendees claimed Gwyneth made very few appearances over the course of the weekend and they were bombarded with advertising material.

A source told the New York Post’s Page Six: “She had a ton of security... She was unapproachable. She did the minimum — a few fireside chats with Twiggy and Penelope Cruz, then she put on her Birkenstocks and snuck out... I was a huge fan of Gwyneth; now I feel like I have lost my faith in God.”