diff --git a/Cargo.toml b/Cargo.toml
index 4394506..a058a0d 100644
--- a/Cargo.toml
+++ b/Cargo.toml
@@ -65,6 +65,7 @@ passthrough = [
   "PYAPP_PIP_EXTRA_ARGS",
   "PYAPP_PIP_VERSION",
   "PYAPP_PROJECT_DEPENDENCY_FILE",
+  "PYAPP_PROJECT_FEATURES",
   "PYAPP_PROJECT_NAME",
   "PYAPP_PROJECT_PATH",
   "PYAPP_PROJECT_VERSION",
diff --git a/build.rs b/build.rs
index fa84c61..eab88b0 100644
--- a/build.rs
+++ b/build.rs
@@ -819,6 +819,11 @@ fn set_pip_version() {
     set_runtime_variable(variable, env::var(variable).unwrap_or("latest".to_string()));
 }
 
+fn set_pip_project_features() {
+    let variable = "PYAPP_PROJECT_FEATURES";
+    set_runtime_variable(variable, env::var(variable).unwrap_or_default());
+}
+
 fn set_pip_extra_args() {
     let variable = "PYAPP_PIP_EXTRA_ARGS";
     set_runtime_variable(variable, env::var(variable).unwrap_or_default());
@@ -919,6 +924,7 @@ fn main() {
     set_upgrade_virtualenv();
     set_pip_external();
     set_pip_version();
+    set_pip_project_features();
     set_pip_extra_args();
     set_pip_allow_config();
     set_skip_install();
diff --git a/docs/config.md b/docs/config.md
index 8fa2b77..0244d61 100644
--- a/docs/config.md
+++ b/docs/config.md
@@ -31,6 +31,12 @@ You may embed the project with the `PYAPP_PROJECT_PATH` option which should be a
 !!! note
     The project name and version is automatically derived from the metadata files inside.
 
+## Features (extras) ## {: #project-features }
+
+You may set the `PYAPP_PROJECT_FEATURES` option to select [optional dependency groups](https://packaging.python.org/en/latest/specifications/dependency-specifiers/#extras) that would usually be passed to installers within square brackets after the package name e.g. `pkg[foo,bar]`. In that example, you would set `PYAPP_PROJECT_FEATURES` to `foo,bar`.
+
+This also works when [embedding the project](#project-embedding).
+
 ## Execution mode
 
 The following options are mutually exclusive:
diff --git a/src/app.rs b/src/app.rs
index 05aba57..0815ba4 100644
--- a/src/app.rs
+++ b/src/app.rs
@@ -160,6 +160,10 @@ pub fn exec_notebook_path() -> PathBuf {
         .join(env!("PYAPP__EXEC_NOTEBOOK_NAME"))
 }
 
+pub fn pip_project_features() -> String {
+    env!("PYAPP_PROJECT_FEATURES").into()
+}
+
 pub fn pip_extra_args() -> String {
     env!("PYAPP_PIP_EXTRA_ARGS").into()
 }
diff --git a/src/distribution.rs b/src/distribution.rs
index e45d134..f28b9f4 100644
--- a/src/distribution.rs
+++ b/src/distribution.rs
@@ -259,7 +259,9 @@ fn install_project() -> Result<()> {
             )
         })?;
 
-        command.arg(temp_path.to_string_lossy().as_ref());
+        command.arg(apply_project_features(
+            temp_path.to_string_lossy().as_ref().to_string(),
+        ));
 
         let wait_message = if binary_only && file_name.ends_with(".whl") {
             format!("Unpacking {}", install_target)
@@ -276,7 +278,11 @@ fn install_project() -> Result<()> {
 
         let dependency_file = app::project_dependency_file();
         if dependency_file.is_empty() {
-            command.arg(format!("{}=={}", app::project_name(), app::project_version()).as_str());
+            command.arg(format!(
+                "{}=={}",
+                apply_project_features(app::project_name()),
+                app::project_version()
+            ));
             pip_install(command, wait_message)
         } else {
             pip_install_dependency_file(&dependency_file, command, wait_message)
@@ -391,3 +397,11 @@ fn check_setup_status(status: ExitStatus, output: String) -> Result<()> {
 
     Ok(())
 }
+
+fn apply_project_features(install_target: String) -> String {
+    if app::pip_project_features().is_empty() {
+        install_target
+    } else {
+        format!("{install_target}[{}]", app::pip_project_features())
+    }
+}