The streaming service now sells Pat McGrath Labs through 300 Entertainment artist Maggie Lindemann's personal page.
by Nora Maloney
“Beauty, fashion, and music have been intrinsically linked since the 1960s," says Pat McGrath, makeup artist to any starlet lucky enough to find a place in her jam-packed schedule. Maggie Lindemann, the 19-year-old pop star on the rise, is one of those people, and she and McGrath have now teamed up to take beauty and music on the fast-track to the future.
This morning McGrath’s eponymous beauty brand, Pat McGrath Labs, announced a partnership with Lindemann’s label 300 Entertainment, as well as streaming giant Spotify, to revolutionize beauty retail. The two artists have collaborated to create three exclusive shades of McGrath’s LiquiLUST 007 Liquid Matte Lipstick: POSSESSED, REVELATION RED, and NIGHTSHADE. This new product line of rich, matte, and shimmering lips, along with a selection of products from McGrath’s Unlimited Edition, will be available to purchase on Lindemann’s personal Spotify page through the streaming platform’s merchandise partner Merchbar.
This is the first time that beauty, as opposed to traditional music-related merch, will be sold through the the streaming platform. “In this digitally-empowered, digital era of make-up, where fans crave instant glamour gratification I always want to reach fans where they’re most engaged,” McGrath said in a statement. “That’s why this relationship with Spotify is absolutely major, because it merges beauty and music in a whole new way, that’s never been done before.”
The campaign mixes old-Hollywood glamour with modern aesthetics showing Lindemann and her cushiony pout modeling all three shades of the lipstick to the beat of her catchy new single “Obsessed,” out this Friday.