Density Tag

With Goop’s beauty sales up 40 percent in 2023, Gwyneth Paltrow is trying to stir up growth with its first-ever mascara. FeatherLash Lifting Serum Mascara, $28, will launch Sunday and turn out to be the fourth pillar in Goop’s color cosmetics business, joining Colorblur Glow Balm, Clean Nourishing Lip Balm and Bronzing Gel. As with the opposite products, it’s a highly personal launch, one borne out of her own routine. “Mascara is the one thing I’m doing if I’m going out, unless a makeup artist is doing my makeup,” said Paltrow during a recent Zoom interview, concurrently preparing a one-pot roast chicken for that evening’s dinner. “I’m very minimal, and mascara makes an enormous difference. It defines the attention, makes you appear...