Pat McGrath Labs has become a popular staple at Sephora, reaching top-selling SKU status and attracting a reported 30 billion social media impressions since its debut. In its two years of business, it has outpaced many other brands, no doubt capturing the attention of industry executives and legacy corporations.
McGrath, the objective of her line has remained constant. "It has always been my dream to create an iconic beauty brand that goes beyond the usual limitations, that lives outside the parameters of what is expected," said McGrath in a statement via press release. Pat McGrath has launched some truly stellar products since starting her own makeup line in 2015, but none have been quite as sought-after as Skin Fetish.
The highlighting kits, which featured a dual-ended/balm, shimmery luminizing powder, and dual-fiber brush,Pat McGrath has been a force within the beauty industry for more than 20 years. In fact, Vogue editor-in-chief Anna Wintour has referred to her as “the most influential makeup artist in the world.”McGrath expanded her career by debuting her very own makeup line, Pat McGrath Labs.
On 29 October 2015 she launched her first product Gold 001 which consisted of a gold eyeshadow pigment, spatula, mixing liquid, and an extra container which retailed for $40. This launch only consisted of 1,000 units of the set and was exclusively sold on her website, patmcgrath.com. Her line slowly expanded with the later additions of Phantom 002, Skin Fetish 003 and Lust 004 and most recently, Metalmorphosis 005.
The colours in her range are more suitable for photography work, such as runway fashion, rather than department-store consumption. McGrath told New York Magazine: "McGrath's makeup line seeks to bring back artistic makeup to a broader audience who aim to invent and perform their appearance, promoting individuality. McGrath says herself, "I want to change how people think about makeup, and disrupt the status quo." She has a talent for using bold hues and material experimentation ranging from feathers to ornaments.
McGrath is limitless, a mindset that enables her boundless creativity and diverse range of looks. Her art lies within the reinvention of makeup and experimentation. She has created trends ranging from thick eyebrows to coloured lashes, making a statement out of every face.
Her innovative and intuitive outlook to life help create the vibrant and legendary looks we see throughout numerous catwalks and fashion shows.
She has developed a pack of virtual makeup mentees on Instagram, discovering and promoting budding makeup artists like McGrath-obsessed Jessica Ferrelli (whose work re-grammed by McGrath is pictured below) or Clare Mac on her 1.4 million-follower account. McGrath and her team flew a Russian makeup artist they discovered on Instagram, Nika Kislyak, all the way out to New York Fashion Week.
Eurazeo’s total investment is $60 million, bringing total external funding to date to $88 million. The new capital will help Pat McGrath Labs build on its incredible success and enable the company to further expand its distribution in the U.S., as well as meet increasing demand worldwide.
Trending: Glitter lips
Trending: Glitter lips
According to Vogue (2007), Pat McGrath is known for her unique, adventurous, and innovative make-up techniques which include using her hands as opposed to brushes. The limited quantities add to the frenzy of obtaining these products. Sephora has begun carrying McGrath's products.
She self-funded her business for nearly a year until deciding to include outside investors. "I am thrilled to be working with the unique and expert team at Eurazeo Brands."Pat, whose vision, talent and trailblazing history in the beauty industry have set Pat McGrath Labs up to be one of the most authentic and innovative makeup brands to ever come to market,
Pat McGrath LiquiLUST 007 Kit in Colour Blitzt McGrath LiquiLUST 007 Kit in Colour Blitz
PAT McGRATH LABS Lust 004 Lipstick Kit: Vermillion Venom, LIMITED EDITION