A few days ago, Gwyneth Paltrow launched a new mascara—a “clean” formula made with a biotin tripeptide and Tahitian microalgae that has none of the “pretty toxic” stuff in “conventional” mascara. It’s the third makeup product that Goop Beauty has released in under a year. Along with a tinted multipurpose balm and a bronzing gel, it’s part of a push to grow Goop’s decent but undersized, and recently trouble-beset, beauty business. 

Goop’s overall sales, which include Goop Beauty, have been more or less flat since 2021, I’m told. Paltrow’s wholesale beauty businesses aren’t doing great, either. Despite WWD recently citing “Amazon overall and the wholesale business as key strengths for Goop Beauty,” I’ve heard that U.S. retail sales for the brand were only in the six figures at Amazon and Sephora for the month of May. (Summer Fridays did millions in sales at Sephora during the same period.) A spokesperson for Goop said that Goop Beauty’s sales overall are up 17 percent year-to-date.