Gwyneth Paltrow’s latest beauty product launch from her lifestyle and wellness brand, Goop, has arrived. Introducing the brand’s first-ever Featherlash Lifting Serum Mascara ($28), described as a “mascara-meets-treatment-serum.” The new product claims to lift, volumize, lengthen, and strengthen lashes with lash-loving ingredients like biotin-tripeptide—also found in other lash-boosting formulas such as Grande Cosmetics’ GrandeFanatic.
Paltrow spoke with Elle about the brand’s new launch and delved into other beauty-related topics such as defining the word “clean,” her stance on “anti-aging” messaging, and more. Keep scrolling for standout snippets from their conversation.
On Goop’s new mascara…
“I’m a real tomboy at heart,” Paltrow told the outlet in line with the mascara’s launch. “I’m very light on what I use, and most days, I don’t use anything.” She then explained that she asked her makeup artist which products, if any, she should prioritize. The expert advised that she stick to mascara, telling the Goop founder that “it’s the best thing to do to make your eyes pop and look rested.”
Keeping with Goop’s clean mission, the Featherlash Lifting Serum Mascara is no exception. “I started doing research around what’s in conventional mascara, and it’s pretty toxic,” Paltrow explained. There are byproducts from petroleum combustion and all kinds of crazy stuff in it.” But not this one. It not only prioritizes good-for-you ingredients but also keeps lashes in place. “I have yet to try a non-toxic mascara that does not drop, except for [this one]. You can really wear it all day,” she said.
On how she applies it…
According to Elle’s conversation with Paltrow, her makeup artist taught her to apply mascara at the lash line and “rub back and forth” for the best results. For a bolder look, you can layer the product, but you have to be strategic about it. “Let it completely dry, then go back and do it again,” the actress-turned-wellness-guru told the outlet.
Shop the Goop Featherlash Lifting Serum Mascara
What “clean” beauty means to her…
“There is a ton of greenwashing in the industry,” said Paltrow. “Until very recently, there hadn’t been any legislation passed around beauty products—what’s safe, what’s not. And then when you get into the clean area, it’s very, very vague. We can say things are natural when they’re not, it’s a free-for-all. So, at Goop, we’ve developed our own internal portal that brands [must] pass through, including our own. We banned 6,000 ingredients that are known to be potentially harmful. I believe we have one of the strictest clean beauty platforms. Everybody defines it differently: Sephora has their own standard; Target has their own standard. We just try to be as clean as we possibly can be, by our own standard, and hold ourselves to that standard.”
How her definition of “clean” beauty has evolved…
“It’s always evolving,” Paltrow stated. “We [must] stay up [to date] on the science and continue to educate ourselves. The Environmental Working Group is a great resource. We once had a product that [was] rated slightly lower on EWG. We ended up sunsetting the product, even though it wasn’t in the red or anything. I think it’s important to always stay agile, open, and understanding. I think it’s always trying to balance: Where is the consumer? Where’s the data around clean? How do we balance that and, as you say, keep on learning?”
Her stance on using the term “anti-aging…”
“We don’t call anything anti-aging,” said Paltrow, referring to Goop Beauty as a whole. “I think what happens is a phrase like that gets in the vernacular. And so, people are like, “Oh, it’s anti-aging!” But when you really think about what that means, it’s pretty terrible. So that’s why we have youth-boosting. We want to age; we want to age beautifully and gracefully. It’s a blessing to age. You know, the alternative is terrible.”
