goop Beauty launches its debut mascara 

OVER the past year Gwyneth Paltrow’s goop Beauty brand has grown significantly and this has seen the expansion of its colour care line, first with its Colorblur Glow Balms, followed by the Luminous Cleansing Balm.

And now, the brand has rolled out its first-ever mascara, meet the Featherlash Lifting Serum Mascara.

Gwyneth Paltrow and Featherlash Lifting Serum Mascara

In true goop style, there’s more to this inky-black mascara than meets the eye, offering a two-in-one formula. First off, it’s packed with a treatment serum that boosts lash health, length, and density. Plus, the formula, which is buildable for a customizable lash look, creates lift, definition, and volume that lasts—and importantly, without smudging or flaking. 

As Paltrow says, “I didn’t start as a big mascara person, but when you need a really major mascara—as I do on the red carpet and for events—you need one, and I’d never found a clean one that did the job. What I love with this one is it really lifts my lashes and makes my eyes stand out. You can do one coat for everyday situations and then three or four for the big-event moments in your life.” 

Featherlash Lifting Serum Mascara

It goes without saying that the formula was developed without sacrificing clean ingredients. Incorporating a complex called Widelash™ it’s made with peptides, panthenol, and biotin to fortify lash roots for stronger, longer-looking lashes; Tahitian microalgae, which is clinically proven to enhance lash density for thicker, fuller lashes; and vitamin E to condition – all these come together to make lashes appear longer, fuller, and stronger instantly, and over time.

It comes complete with a unique brush (truly unique as it’s patented) donning three-edge cross sections and bristles of alternating lengths to create grooves that hold the formula, making it easy to build without clumping, and getting at every little lash.

The stats speak for themselves as 97% said the formula lasted all day and they noticed less lash fall out since using this mascara, while 94% said their lashes looked twice as long, based on a four-week third-party consumer-perception study of 34 women.

by Felicity Carter

FeatherLash Lifting Serum Mascara is available to buy on