THE WHAT?  Goop, the beauty brand founded by Gwyneth Paltrow, is launching its first mascara, FeatherLash Lifting Serum Mascara, priced at US$28. This product joins the brand’s existing color cosmetics lineup, which includes Colorblur Glow Balm, Clean Nourishing Lip Balm, and Bronzing Gel.

THE DETAILS  The FeatherLash Lifting Serum Mascara is designed to fuse skin-care benefits with color cosmetics. It includes a proprietary complex called Widelash, consisting of peptides, panthenol, and biotin to fortify lash roots. Additionally, Tahitian microalgae is included to enhance lash density. The mascara features a proprietary tapered brush designed to reach even the tiniest lashes.

THE WHY? The product launch aligns with Goop’s mission to provide high-quality, clean beauty products that meet the needs of their consumers. This mascara is expected to contribute to the brand’s growth, building on the 40% increase in Goop’s beauty sales in 2023.