Goop has made its own-label mascara debut as it expands its beauty offerings. How clean are the ingredients?
Gwyneth Paltrow’s latest Goop beauty product marks the label’s first foray into mascara. The FeatherLash Lifting Serum Mascara, priced at $28, expands on Goop’s color cosmetics range. “Mascara is the one thing I’m doing if I’m going out, unless a makeup artist is doing my makeup,” she told WWD. “I’m very minimal, and mascara makes a huge difference. It defines the eye, makes you look like you’ve had a good nap. I love mascara — and I couldn’t find one that was clean that didn’t drop down after a couple of hours.”
The Goop founder told Elle she’s a “real tomboy at heart,” and is generally very light on her use of color cosmetics. “[M]ost days, I don’t use anything,” she said. “I asked [my makeup artist] if there was one thing I have to wear [and she said] you have to put on mascara as you’re getting older. It’s the best thing to do to make your eyes pop and look rested,” she said.
With Goop Makeup, Paltrow joined a growing roster of labels blending skincare benefits with color cosmetics like Typology, Jones Road, Ilia, and Tata Harper. The new Goop mascara includes ingredients like the proprietary Widelash complex, which features peptides, panthenol, and biotin to strengthen lash roots. Tahitian microalgae is included to boost lash density, and the mascara’s specially designed tapered brush aims to coat even the tiniest lashes. “We tried a million iterations until we got to one that I was super happy with,” Paltrow said.
Paltrow says that when Goop launched colored balms, it was important that they have skin nourishing benefits. The balms feature ingredients like sea buckthorn oil. “With the mascara, we put a biotin peptide and vitamin E — things that will benefit the eyelash. Everything we make that is makeup is coming from “makeup as skin care,” she told Elle. “[T]hat’s how we’re looking at it. When I started doing this 10 years ago, the technology wasn’t really there yet to make clean performance makeup. We keep seeing innovation come along so quickly.”
Beauty is now Goop’s biggest vertical (although Paltrow says fashion is rapidly catching up). But Paltrow says she isn’t planning a big makeup line. “We’ll probably stay pretty minimal and true to me — I’m not a big makeup person,” she said. “It’s important to focus on hero products and the existing assortment,” she added. “As businesses we get addicted to newness, which is also fine, but it’s important to have a strong hero strategy and know why people love you and why people come to you.”
Goop FeatherLash Lifting Serum Mascara ingredients
So just how clean is Goop’s new FeatherLash Lifting Serum Mascara? Using our custom ChatGPT ingredient checker, here’s a breakdown of all the ingredients in the new Goop FeatherLash Lifting Serum Mascara.
Water/Aqua/Eau – Water
Glyceryl Stearate – Derived from glycerin and stearic acid, usually plant-derived
Hydrogenated Jojoba Oil – Derived from jojoba plant
Stearic Acid – Can be plant-derived (often from palm oil or coconut oil)
Copernicia Cerifera (Carnauba) Cera – Carnauba wax, derived from the leaves of the carnauba palm
Glycerin – Usually plant-derived
Pentylene Glycol – Synthetic or plant-derived
Acacia Senegal (Gum Arabic) Gum – Plant-derived
Oryza Sativa (Rice) Bran Wax – Derived from rice
Shorea Robusta (Shala) Resin – Plant-derived
Oleic/Linoleic/Linolenic Polyglycerides – Plant-derived fatty acids
Octyldodecanol – Synthetic or plant-derived
Aminomethyl Propanol – Synthetic
Tocopherol – Vitamin E, usually plant-derived
Biotinoyl Tripeptide-1 – Synthetic
Isochrysis Galbana Extract – Derived from microalgae
Panthenol – Vitamin B5, usually plant-derived
Biotin – Vitamin B7, usually synthetic or plant-derived
Hyaluronic Acid – Can be plant-derived or synthetic
Leuconostoc/Radish Root Ferment Filtrate – Fermented radish root
Lactobacillus – Bacteria
Xanthan Gum – Fermentation product of glucose or sucrose
Cocos Nucifera (Coconut) Fruit Extract – Derived from coconut
[Iron Oxides (CI 77499)] – Mineral-derived
Shop Goop’s new clean FeatherLash Lifting Serum Mascara here.
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