We put Goop's first ever serum-enriched mascara to the test...
When I first caught wind of the rumours that Goop was launching its first ever mascara, I didn't know how to feel.
There's no shying away from the fact that Gwyneth Paltrow's beloved wellness brand has courted controversy in the past with some of its product releases (anyone else remember the jade yoni egg, or Paltrow's notorious vagina-scented candle?), but part of me has always been fascinated by Goop and how Paltrow unapologetically makes waves in the wellness industry, for better or worse.
This may be Goop's first ever mascara, but it isn't Paltrow's first rodeo. Goop has a line of clean skincare products spanning scrubs and shampoos, and they have also released a small selection of makeup products, such as cream blushes and bronzing gels.
All of Goop's beauty products are hybrids wherein beauty meets skincare, and this mascara is no different. It's a lengthening mascara, granted, but the brand also claims that the formula is a nourishing lash serum that promises conditioned, healthy lashes. Hearing this, my interest was officially piqued.
Read on to find out how I got on with Goop's mascara (spoiler alert: I was pleasantly surprised).
What is the Featherlash Lifting Serum Mascara?
Paltrow's first mascara was borne out of fatigue with all other mascaras on the market. Speaking to ELLE, the wellness pioneer explained that most popular mascaras contain toxic ingredients, while cleaner mascaras tend to drop throughout the course of the day. Enter stage right: Goop's Featherlash Lifting Serum Mascara, which is set to be retailed in the UK from July onwards for £32.
The mascara promises to lift and lengthen lashes, without the smudging or flaking that all too often plagues mascara application and wear. The formula contains a biotin-tripeptide with provitamin B5 which is designed to fortify lash roots, Tahitian microalgae to enhance lash density, and vitamin E to condition lashes.
Beyond it's long-term nourishing and conditioning benefits, the mascara promises a completely customisable lash look — add one coat for an effortless, no-makeup vibe, or three for an enviably dramatic flutter.
As someone who swears by a more natural look on the day-to-day, but never shies away from a more intense glam on a night out, this adaptable mascara sounded right up my alley. But did it live up to the hype?
The application and finish
Upon excitedly unwrapping the mascara, the first thing I immediately notice is how aesthetically pleasing the packaging it comes in is. The bottle is a sleek and minimalistic matte white, very much channelling the same vibe as REFY and Glossier. I expected nothing less from Goop.
My second thought? Wow, this applicator is nice. The wand is small, delicate, and tapered, so much so that as soon as I begin coating my lashes with it, I feel like I have an enhanced level of control over my application, brushing over every last lash.
Is it love at first swipe? Well, after applying the first coat my lashes look fluttery, ultra-awake and deceptively natural, as if I have no mascara on at all, but in the best way (in other words, no clumping whatsoever). I'd actually go as far as saying it looks like I've had a subtle (yet expensive) lash lift — it's very much your lashes, but better.
A brief disclaimer: it might be worth using an eyelash curler to optimise the flutter, as the mascara really does leave a very natural finish — after just one coat, that is.
I go in for coat number two...and I'm officially swooning over the outcome. There's definitely no denying that I'm wearing mascara now — my lashes are so long they're nearly touching my brow bone, and they suddenly look much more defined than after one coat, too. I would definitely recommend a second (or even third) coat if the barely-there look isn't for you.
How well does it last throughout the day?
I'm not exaggerating when I say that the mascara doesn't budge from my eyelashes the entire day (and that's during the current UK heatwave, FYI, proving just how sweat-proof the product is). However, the only downside is that, by the time I go to remove my eye makeup at the end of the day, it still doesn't show any signs of coming off.
It takes a lot of vigorous scrubbing, until my eyelids are pretty raw, to completely remove the mascara from my lashes. Even then, I'm startled by my reflection the next morning when I see that racoon-like traces of it still linger under my eyes. Ultimately, though, this feels like a small price to pay for a high quality, effective mascara that leaves such a beautiful finish and lasts throughout the day.
What about these toxic claims then?
So, which ingredients exactly was Paltrow referring to in her ELLE interview when she called out 'toxic' mascaras on the market, you may ask? The wellness pioneer didn't name names when it came to brands specifically, but she claimed that certain mascaras contain 'byproducts from petroleum combustion and all kinds of crazy stuff'.
In an article on the Goop website, the brand specifies that these petroleum byproducts are ingredients such as paraffin wax and benzene, among many other chemicals which are frequently found in mainstream beauty products across the US, most commonly mascara.
Here in the UK and across the EU, though, petroleum distillates are banned as a possible carcinogen. In general, our standards are much more stringent than in the US, where beauty products are wildly unregulated in comparison. All too often, what's billed as 'clean' on the US beauty scene is actually the norm for us here.
The overall verdict
I won't be surprised if Paltrow's first ever mascara becomes a cult classic, given just how versatile and effective it is. That being said, it's a pain to remove at the end of a long day, but I guess that speaks to the staying power of the product.
When it comes to the quality of the mascara as a conditioning serum, the jury's still out. It's almost impossible to tell after a week of wearing the mascara whether or not it's had an impact on my lash health...so that remains to be seen.
But as a makeup product alone, I would definitely recommend. It doesn't hurt that the mascara bottle looks sleek and sophisticated on my dressing table, either.
The Featherlash Lifting Serum Mascara will launch at Oh My Cream in the UK and Paris for £32 in July, though the exact date is TBC .
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