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Virginia "Pepper" Potts is a fictional character in the Marvel Cinematic Universe based on the Marvel Comics character of the same name. Portrayed by Gwyneth Paltrow, she is depicted as Tony Stark's personal assistant and later his love interest, ultimately becoming his wife. In later installments in the MCU, Pepper takes over operation of his company, Stark Industries, as Stark moves on to focus on serving as Iron Man. In later films, Potts assists Stark and the Avengers with her own powered suit Rescue.

As of 2022, Potts has appeared in seven films, most recently in Avengers: Endgame (2019). Alternate versions of Potts also appear in the animated series What If...? (2021).

Virginia "Pepper" Potts first appeared in Tales of Suspense #45 (September 1963), which was written by Robert Bernstein with a story plot by Stan Lee and illustrated by Don Heck. Though she was named Pepper Potts from the start, Tony Stark addresses her as "Kitty" in one panel, which is thought to be a typo. Heck modeled Potts as Ann B. Davis' character of Schultzy from The Bob Cummings Show, and she was rendered with brown hair done up in a hairdo similar to Schultzy's. An unknown worker on the creative team or in editorial opined that the resemblance was too great, and in Tales of Suspense #50, Potts' look was altered to give her red hair and a different hairdo.

During early development around a film based on Iron Man at New Line Cinema, filmmakers juggled between using Pepper Potts or Bethany Cabe as Tony Stark's love interest before settling on Cabe. However, the film rights later reverted back to Marvel by 2005, and the fledgling Marvel Studios decided to redevelop the film from scratch as their first independent feature. Actress Gwyneth Paltrow was cast to play Pepper in Iron Man opposite Robert Downey Jr. as Tony Stark / Iron Man. She first received a call from director Jon Favreau and was eager to return to acting after taking care of her infant children, opting to work on an "inspiring film". She was unfamiliar with the Pepper Potts character, so she began reading Iron Man comics with pointers from Favreau and Marvel to prepare for the film, taking note of the character's attire, mannerisms, and hairstyles over the years.

In Iron Man (2008), Potts is Tony Stark's personal assistant and budding love interest. Paltrow asked Marvel to send her any comics they would consider relevant to her understanding of the character, whom she considered to be very smart, level-headed, and grounded. She said she liked "the fact that there's a sexuality that's not blatant." Favreau wanted Potts' and Stark's relationship to be reminiscent of a 1940s comedy, something which Paltrow considered to be fun in an "innocent yet sexy" way.

On her character's promotion to CEO of Stark Industries in Iron Man 2 (2010), Paltrow opined, "When we start Iron Man 2 Pepper and Tony are very much in the same vibe... as the movie progresses, Pepper is given more responsibility and she's promoted and it's nice to see her sort of grow up in that way. I think it really suits her, the job fits her really well."

Of Potts' relationship with Tony Stark in Iron Man 3 (2013), Paltrow said, "[She still] adores Tony, but she absolutely gets fed up with him. He gets caught in a feedback loop." Marvel Studios President Kevin Feige commented on Potts' role in the film: "The love triangle in this movie is really between Tony, Pepper and the suits. Tony, Pepper and his obsession with those suits, and the obsession with technology." Feige also stated the film uses the character to play with the damsel in distress trope, and posits the question, "Is Pepper in danger or is Pepper the savior?"

Virginia Potts had worked her way up the corporate ladder after starting off as an accounting major and model before beginning to work office jobs, leading to encounters with Aldrich Killian, whose romantic interest she spurns repeatedly. Potts eventually gets hired at Stark Industries as an administrative assistant. She later confronts CEO Tony Stark with one of her findings, and when security attempts to remove her, she counters by claiming she had pepper spray, impressing Stark.

Potts later becomes Stark's personal assistant, earning the nickname "Pepper". She often runs errands for him at work and picks up after him while he lives a playboy lifestyle. She is devastated when Stark is abducted in Afghanistan during a business trip, but after he escapes and returns to the United States, Potts is among the first to greet him, tearfully embracing him. At Stark's request, Potts personally replaces the miniature arc reactor in his chest keeping shrapnel from piercing his heart, later saving the first reactor as a decoration for him with the insignia "Proof that Tony Stark has a heart".

As Potts and Stark begin to grow emotionally closer, she starts to worry for him as he begins to refocus from his original career in building weapons and missile technology to building armored suits powered by his reactor for the purpose of vigilante activity. Unwilling to see Stark get into further danger, Potts later offers her resignation, which Stark rejects, stating she is his "only friend" left at Stark Industries as he starts to question the motives of his colleagues such as Obadiah Stane. Potts relents and has a conversation with Stane to gauge whether Stark's suspicions are true, discovering that Stane had ordered the assassination attempt on Stark. When Stane steals Tony's reactor to power his Iron Monger suit and wreak havoc, he attacks Potts and several other Stark Industries personnel before they can report Stane to S.H.I.E.L.D. agent Phil Coulson. Tony locates his original, albeit depleted reactor, allowing him to survive and fight Stane, though he is outmatched due to his depleted power level. The fight carries Stark and Stane to the top of the Stark Industries building, and Stark instructs Potts to overload the large arc reactor powering the building. This unleashes a massive electrica