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Gwyneth Paltrow’s Clean Beauty Brand Goop Launches First Mascara

Gwyneth Paltrow’s Clean Beauty Brand Goop Launches First Mascara

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Goop Beauty is home to some of the best clean products in the game — balms, blushes, bronzers, scrubs, shampoos and a whole lot of skincare — and as of June 16, Gwyneth Paltrow’s beloved wellness and lifestyle brand adds a new member to the family. Introducing: Goop Beauty‘s Featherlash Lifting Serum Mascara.

A two-in-one, if you will, this mascara delivers defined lashes on the daily while simultaneously protecting and improving lash health over time. The serum-enriched product is aimed at both color and care. Now, you can create that coveted inky-black, defined, full, lifted and lengthened look while also getting stronger, conditioned lashes.

The formula is comprised of three key lash-healthy ingredients: a complex called Widelash, made with peptides and biotin that fortify lash roots for stronger, naturally longer-looking lashes, Tahitian Microalgae for denser, thicker and fuller hairs and vitamin E for conditioned lashes.

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“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,” says Paltrow. “You can do one coat for everyday situations and then three or four for the big-event moments in your life,” she continues.

As any true mascara aficionado knows, the bristles are just as important as the formula itself. Goop’s patented brush has a unique tapered shape with bristles of alternating lengths that create unmatched lash separation and buildable volume.

Retailing at $28, you can buy Goop Beauty’s Featherlash Lifting Serum Mascara online and in-store, and shop the rest of Goop’s celebrity-loved clean beauty products here.

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