Pat McGrath Partners With Spotify to Sell Makeup [Pret-a-Reporter Inbox]

Pat McGrath has partnered with emerging Los Angeles-based singer Maggie Lindermann, Spotify and Merchbar on the “So Obsessed” campaign, which allows fans to purchase the latest product from Pat McGrath Labs. The LiquiLUST 007, as well as a selection from McGrath’s Unlimited Edition, can be purchased through Lindermann’s Spotify page. The partnership marks the first time beauty products have been sold on the music platform. As part of the launch, Lindermann debuted her new single, “Obsessed,” in the campaign video, ahead of its release Friday on Spotify. Said McGrath of the collaboration: “In this digitally empowered, digital era of makeup, where fans crave instant glamour gratification, I always want to reach fans where they’re most engaged. 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.”

Words by Maggie Lindemann for Pret-a-Reporter


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