Goop has broken into mascara with its Featherlash Lifting Serum Mascara, designed to provide the benefits of a treatment serum and conventional mascara to "lift, define, volumize, lengthen and nourish lashes," per the brand.
Goop's Featherlash Lifting Serum Mascara: Formula & Design Details
The formula includes Croda Beauty's/Sederma's Widelash biotin tripeptide with provitamin B5.Goop
The formula, meanwhile, includes Croda Beauty's/Sederma's Widelash biotin tripeptide with provitamin B5, which "helps eyelashes appear longer, fuller and stronger by promoting hair bulb keratinocyte proliferation and ensuring optimal hair anchorage," per the supplier.
The technology can also be found in lash products such as Grande Cosmetics' GrandeFanatic mascara and Nourish Beaute's Bang Eyelash Growth Renewal Serum.
Goop's Featherlash Lifting Serum Mascara also includes lash-densifying Tahitian microalgae and conditioning vitamin E.
Mascara Evolving Toward Multi-benefit Claims
As Samantha Burd, co-owner of contract manufacturer Lady Burd Cosmetics, noted earlier this year, “Our clients want the best for their clients, and that means creating cosmetics products that 'go to work' while you’re wearing them."
She added, "Cosmetics products now have to serve a purpose that’s more than just aesthetics. This could be a foundation with hero ingredients in it, or a mascara that also conditions the lashes while adding length and volume, or a lip oil that hydrates while adding finish. The possibilities are endless.”
Mascara performed strongly in 2023. Per Circana data, the top U.S. prestige makeup launch by dollar volume sales in 2023 was Benefit’s Fan Fest Tanning & Volumizing Mascara.
The top mass launch, meanwhile, was Maybelline’s The Falsies Surreal Extensions Blackest Black Mascara.
Among the lash innovations making waves in 2024 are the viral Yep Cosmetics Lash XL and Thrive Causemetics Company's liquid lash extensions.
Ingredients: Featherlash Lifting Serum Mascara: Water/Aqua/Eau, Glyceryl Stearate, Hydrogenated Jojoba Oil, Stearic Acid, Copernicia Cerifera (Carnauba) Cera, Glycerin, Pentylene Glycol, Acacia Senegal (Gum Arabic) Gum, Oryza Sativa (Rice) Bran Wax, Shorea Robusta (Shala) Resin, Oleic/Linoleic/Linolenic Polyglycerides, Octyldodecanol, Aminomethyl Propanol, Tocopherol, Biotinoyl Tripeptide-1, Isochrysis Galbana Extract, Panthenol, Biotin, Hyaluronic Acid, Leuconostoc/Radish Root Ferment Filtrate, Lactobacillus, Xanthan Gum, Cocos Nucifera (Coconut) Fruit Extract, [Iron Oxides (CI 77499)].
