Dive Brief:
- Goop Beauty on Sunday launched its first-ever mascara, according to details emailed to Retail Dive.
- The Featherlash Lifting Serum Mascara, priced at $28, is available on the company’s website, as well as its branded stores in Los Angeles; New York City; Sag Harbor, New York; Montecito, California, and Waimea, Hawaii. The mascara is also available at Nordstrom and Detox Market, select Mecca locations in Australia and New Zealand, and Oh My Cream stores in France.
- The mascara is being marketed as both a treatment and a beauty product. Key ingredients include Tahitian Microalgae for lash density; a biotin tripeptide with provitamin B5 for stronger and longer lashes; and vitamin E to condition lashes.
Dive Insight:
The Goop Beauty mascara represents a continuation of its color care line. The brand over the past year has also launched the Colorblur Glow Balms and the Luminous Cleansing Balm.
“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,” Gwyneth Paltrow, Goop founder, said in a statement. “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.”
Since Paltrow sent out the first Goop newsletter in 2008, the brand has evolved to include podcasts, live events, retail stores, beauty and fashion products, and more.
The mascara launch comes as the brand continues to expand its portfolio. Known in beauty and fashion circles as more of an upscale prestige brand, the company last fall introduced a more moderately priced brand called Good.Clean.Goop.
The mass-market brand, which initially launched at Target and Amazon, includes cleansers, facial serums, body lotions and wellness chews. Products for the brand are priced from about $20 to $40.
