Pat McGrath Labs has finally launched in the UK with a three month-exclusive pop up at Selfridges, Oxford Street.
The pop-up shop, cleverly named ‘The Mothership’ (McGrath is affectionately known as Mother within the industry) can be found on the ground floor at the department store’s special retail space, The Corner Shop. And in a world’s first, Pat McGrath Labs is the first brand to take over the store’s 24 windows. Alongside her must-have products, there’s also a collection of bookable beauty services recreating some of her most iconic and divine runway looks – The Runway Power Pout, Put A Wing On It, Smoke & Mirros and Pat’s Glitter Lip (which are all redeemable against product. You’ll also find exclusive collaborations with other brands such as Versace, Byredo, Loewe and many more all influenced by McGrath’s favourite colour: gold.
It’s all part of the luxury department store’s new multi-platform campaign, A Technicolour Odyssey, which McGrath is the guest editor of up until June.
‘Selfridges to me is an iconic London landmark; the epitome of luxury that is always finding new ways to excite and intrigue its customers,’ explains McGrath about the partnership. ‘It has been the most divine experience to collaborate with Selfridges on this incredible campaign and have the opportunity to share my vision throughout the store. The windows, the event, The Mothership…it’s going to be major.’
If you’re unfamiliar with the brand, it was founded by make-up megastar, Pat McGrath, who has been leading the way in the beauty industry for years. She started her career in London, working closely with designers Alexander McQueen and John Galliano, before becoming the must-have artist on magazine editorial shoots. She with part of the team behind the Gucci, Dolce & Gabbana and Giorgio Armani make-up collections before starting her eponymous line.
At first McGrath just dropped limited edition products – starting with GOLD Pigment 001, which sold out in five minutes and became an instant cult product – but then launched a full collection last year.
The brand has been available in the US for a while at Sephora and had a small distribution internationally through Net-A-Porter, but this is the first time us Brits have had the chance to get up close and personal with her incredible products.
Here are just a few to whet your appetite…
Yes £115 might seem quite steep for an eyeshadow palette, but trust us when we say: ‘you’ve NEVER seen, felt or tried pigments like these’. The colour payoff from one swipe of the fingertip is mindblowing. This palette will last you ages. You only need to look at McGrath’s Instagram to see what her eye colours can do.
This is the best lip balm in the entire world. Not only does it hug and soothe dry lips, but adds a ‘je ne sais quoi’ to them too. Whether you go for glittery or nude. We promise you won’t be disappointed.
If the palette is just too much for your bank balance, never fear for Mother has thought of everything. These individual eye shadows pack just as much punch and no matter which shade you invest in, you’re sure to fall in love.
Don’t worry if you’re not London-based, you can get your fill of Mother on the Sefridges website. And watch this space, for she may be coming to a Selfridges near you soon…