Goop Beauty, the brand founded by actress Gwyneth Paltrow, has introduced a new addition to its beauty collection, the FeatherLash Lifting Serum Mascara. This product combines lash treatment with mascara, aiming to set new standards in clean beauty.

FeatherLash promises to lift, volumize, define, and lengthen lashes in a single application. It features a unique formula enriched with Widelash, a biotin-peptide complex that strengthens lashes, Tahitian microalgae for increased lash density, and vitamin E for conditioning.

In a recent study involving 34 women aged 30 to 55, users reported immediate benefits such as lifted and volumized lashes, as well as reduced lash fallout over four weeks of use, according to the brand.

The mascara's design includes a patented tri-cut brush with tapered and wide ends, designed to coat every lash without clumping. It accommodates various eye shapes and lash lengths, allowing for natural or dramatic looks.

To apply FeatherLash Mascara, start by curling your lashes if desired. Then, begin at the base of your lashes and wiggle the brush upwards to coat each lash evenly.

For a natural look, apply one coat. For more dramatic results, layer two or more coats, focusing on the tips for extra length and volume.

"What I love is you can do one coat for everyday situations and then three or four for big events in your life," Paltrow said.

Priced at $28 on the Goop website, the FeatherLash Mascara expands Goop Beauty's range beyond skincare into cosmetics. It joins previous launches like the Colorblur Glow Balms and Luminous Cleansing Balm, reinforcing the brand's presence in the beauty market.

Goop Beauty emphasizes clean beauty principles, ensuring the mascara is dermatologist and ophthalmologist tested for safety. Paltrow herself has endorsed the product for its performance and versatility.

With its dual-purpose formulation and endorsement from its founder, Goop Beauty's FeatherLash Lifting Serum Mascara aims to attract consumers seeking effective, clean beauty products that support lash health.